Abstract Sustainability demands system-level transformation, yet marketing theory remains largely grounded in firm-centric, transactional, and equilibrium-based assumptions that are ill-suited to address planetary-scale challenges. This article responds to the need for more conceptually ambitious marketing scholarship capable of grappling with sustainability as a dynamic, contested, and future-oriented phenomenon. We identify key conceptual and methodological barriers that have constrained sustainability theorizing in marketing and examine how foundational perspectives within the discipline can be re-imagined and extended to meet these demands. Through a review of conceptual contributions in AMS Review, we trace how sustainability-related thinking has evolved within the field and assess the potential of three marketing-indigenous theories—Service-Dominant Logic, Resource-Advantage Theory, and Market Shaping—to inform the development of sustainability theory. Building on this foundation, we propose a future research agenda structured around four interlinked themes: (1) advancing system-level theorizing, (2) reimagining stakeholder responsibility to include nature and future generations, (3) conceptualizing sustainability as a dynamic resource domain, and (4) enabling prospective theorizing to support the shaping of more sustainable market futures.

Abstract The concept of sustainability has fostered increased interest among service researchers, particularly in relation to making service ecosystems more sustainable. While this growing body of work has examined relevant drivers and barriers and explored strategies for facilitating such transitions, the concept of sustainable resource integration remains underdeveloped. With no clear definition to guide research and practice, the need for theorizing resource integration from a sustainability perspective is key. To address this gap, the present study employed a theory adaptation approach, drawing on service-dominant logic (domain theory) and sustainability and circular economy (method theories) to define sustainable resource integration as using resources in ways that are materially supportable, performatively viable, and temporally adaptive, such that the activities can be continued without undermining the systemic conditions it depends upon. In addition to a definition, the paper provides three propositions as a foundation for theorizing sustainable resource integration and its role in the evolution of service ecosystems.