Contextualization and value-in-context: How context frames exchange

The purpose of this paper is to explore the role of context in service provision and, more broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to a market at the macro level to make the scaleable influence of context more salient. This reveals the meso level, which is nestled between the micro and macro levels. We discuss how these market levels influence one another. We conceptualize markets as simultaneous, continuous exchanges that are bounded by each of these levels of context.