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Conceptual Model Reference: (both papers are theoretical papers)
Vargo, Stephen L., and Robert F. Lusch. "Service-dominant logic: continuing the evolution." Journal of the Academy of marketing Science 36, no. 1 (2008): 1-10.
Hunt, Shelby D. "The Resource-Advantage Theory of Competition Toward Explaining Productivity and Economic Growth." Journal of Management Inquiry4, no. 4 (1995): 317-332.