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AbstractCorporate social responsibility (CSR) has the potential to yield economic and social value in the Middle East (ME), especially given the current high environmental flux in the region. Although much scholarly attention has been paid to CSR issues, a key question remains about how to operate responsibly in the ME, particularly since institutional environments and stakeholders' needs vary across ME states. The purpose of this paper is to provide a systematic review of the current state of CSR in the ME. We identify 38 papers that are most pertinent to CSR in the ME and examine the main theoretical frameworks, methodologies, trajectories for further conceptual development, gaps where new research pathways need to be created, and also future research questions. From this systematic review, we reveal how attention to CSR in the ME is slowly gaining traction. A snapshot of the gaps identified include collaboration between business and non‐governmental organisations (NGOs), the impact of stakeholders and institutions on CSR, the impact of political and economic crisis on CSR, and the influence of individualistic characteristics shaping managers' CSR behaviour. In addition to such gaps, we present an agenda for future research. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

This article introduces the trajectory touchpoint technique (TTT), a service design methodology that harnesses customer experiences for enriched understanding of value throughout multilevel service components to ultimately increase innovativeness. We detail the design and development of the TTT using design science research, a goal-oriented methodology that produces robust and practical solutions to organizational problems. We demonstrate the TTT's practical utility through collaborations with different organizations (n = 9) and diverse service users (n = 240). We show how the TTT is an easy to use methodology that enhances understanding of value creation and illustrate its benefits with concrete examples of innovations to service encounters, the service system, and the value constellation. We reveal how a service design methodology can be the bridge between the theoretical standpoint of S-D logic's perspective on value cocreation and the practical tools and techniques required to operationalize it.