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Beyond incrementalism: A regenerative learning model for sustainable marketing and service ecosystems

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  • Fares Georges Khalil

    (Hanken School of Economics)

Abstract

This study presents a novel regenerative service ecosystem learning framework (Reg-SELF), offering a critical distinction between regenerative sustainability and other incremental sustainability approaches. Building on literature in regenerative sustainability, transformative education, and marketing, the paper conceptualizes regenerative learning as a participative and reflexive practice, integrating it within the service-dominant logic framework to foster "inner sustainability" and cultural transformations across service ecosystems. Combining different sustainability perspectives—including service marketing, social marketing, and macro-marketing—this paper advances regenerative thinking in marketing theory and outlines a transformative learning path for embedding a regenerative approach into existing systems. Implications for the role of marketing are discussed, including proposing research avenues that explore how marketing can help weave more resilient and regenerative service ecosystems.

Suggested Citation

  • Fares Georges Khalil, 2025. "Beyond incrementalism: A regenerative learning model for sustainable marketing and service ecosystems," AMS Review, Springer;Academy of Marketing Science, vol. 15(1), pages 74-94, June.
    • Handle: RePEc:spr:amsrev:v:15:y:2025:i:1:d:10.1007_s13162-025-00306-z
    DOI: 10.1007/s13162-025-00306-z
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