Marketing needs a new mindset to fulfill its proper role in creating and sustaining strategic advantage. To extend its influence beyond the boundaries of current offerings, the firm, and conventional practice, marketing and markets must be viewed through a service lens. This lens allows marketing to take a lead role in assisting the enterprise to become an enabler of value co-creation by customers who have jobs to be done. This article offers four new premises to guide marketing thought and practice and draw out implications of these premises for achieving and sustaining strategic advantage.

We increasingly hear the alarm siren signaling that organizations can no longer survive - much less thrive - by continuing to use frameworks developed during the Industrial Revolution. In recent years, one framework that has emerged to illuminate how networked systems function optimally centers on ecological thinking and its application to organizations. The implication is that an 'organizational ecosystem' functions much as a biological ecosystem does, exhibiting both desirable and undesirable properties that are similar to what we see in nature. The authors discuss four meaningful similarities and four fundamental between organizational and biological ecosystems and in so doing, deconstruct this popular metaphor.