Marketing

 

Recent Submissions

  • Heaslip, Graham (The Chartered Institute of Transport, 2014)
  • Grant, David (Assumption University, 2014-12)
  • Heinonen, Kristina; Jaakkola, Elina; Neganova, Irina (2015-06-09)
  • Pura, Minna; Radicchi, Elena (2015-11-12)
  • Pura, Minna; Koskull von, Catharina (2015-12-02)
    This paper draws on a series of ethnographic studies conducted in different service industries and illustrates how different types of observation can be utilized in service innovation projects. We compare traditional ways of observing organizations with novel methods such as chat based team collaboration tools that enable cost effective observation 24/7 even in geographically dispersed locations. We identify benefits and challenges with each observation mode for service innovation research in particular, but also for reflective research practice and field research in general. The strengths as well as the weaknesses of applying different modes of observations will be addressed and suggestions for useful mode(s) for radical and incremental innovations will be presented.
  • Aspara, Jaakko; Hoppu, Kari (Association of Business Schools Finland, 2015)
  • Lampinen, Airi; Huotari, Kai Juhani Erkinpoika; Cheshire, Coye (F & D TT press; Scuola IaD, 2015)
  • Allen, Ann; Kovacs, Gyöngyi; Masini, Andrea; Vaillancourt, Alain; van Wassenhove, Luk (Emerald, 2013)
  • Maley, Jane; Kowalkowski, Christian; Brege, Staffan; Biggemann, Sergio (Emerald Group Publishing Limited, 2015)
    Purpose The aim of the article is to analyze the rationale for choice of suppliers and the influence these decisions have on the firm’s capabilities. Design/methodology/approach We examine the choice of in-house operations versus buying maintenance in the Swedish mining industry through a qualitative case study approach. Findings The findings reveal a strong tendency to outsource maintenance. Research limitations/implications This in turn has a strong influence on the firm’s capabilities and long-term competitive advantage and sustainability. Practical implications Based on the empirical findings, we comment on the strength and weaknesses of the different outsourcing and attempt to find practical solutions that assist the firm in creating competitive advantage. Originality/value The unique contribution of this study is that it extends prior firm capabilities studies by investigating the impact of capability loss specifically in complex, intricate maintenance processes in a dynamic industry.
  • Dube, Apramey; Helkkula, Anu (Emerald Group Publishing Ltd, 2015-04-14)
  • Kindström, Daniel; Kowalkowski, Christian; Alejandro, Thomas (Emerald Group Publishing Ltd, 2015)
    Purpose The objective of this research is to explore the implications for the sales function of the infusion of services by formerly product-based firms. In particular, it aims at identifying the changes that need to be made at the sales-function level if the services are to be successfully sold. Design/Methodology This research is an exploratory qualitative case study. Data were collected by focus group discussions and in-depth interviews with relevant managers in three large multinational companies based in Northern Europe, which were pursuing service-led growth. Findings The effects of service infusion processes on the sales function could be seen with respect to the three parts of the analytical framework: organization, roles, and competences. The results illustrate the need for a changed perspective with respect to all three parts, if a product-based firm is to be successful in the infusing of associated services into its portfolio of offerings. Analysis of the results identifies key operational initiatives that management needs to understand and implement when corporate and marketing strategies increasingly focus on service-led growth. Research limitations The study was exploratory and vendor centric, which means that it did not quantitatively assess the results or directly involve the customers at whom the services were directed. Also, the choice of business-to-business firms limits the capacity to generalize the findings. Originality/Value Whereas relationship-based and value-based selling are approaches more geared to the sales-force level, the study reported in this paper set out to understand fundamental differences at the sales-function level when firms pursue service-led growth. The findings suggest that the realignment of corporate strategy towards an increased focus on services may have far-reaching implications for the sales function.
  • Manai, Aicha; Holmlund, Maria (Emerald, 2015-08-01)
  • Raddats, Chris; Kowalkowski, Christian (Routledge, 2014)
    Purpose: As part of service infusion, manufacturers use services to differentiate their products and provide growth. Although several attempts have been made to classify manufacturers' service strategies and offerings, most have been based on small purposive samples. The purpose of this article is to create a generic typology of manufacturers' service strategies. Methodology/approach: The unit of analysis was the manufacturer or strategic business unit. The data collection was based on a survey of 145 B2B manufacturers in the United Kingdom. Findings: Three categories of service offerings were identified: product-attached services, operations services on own products, and vendor independent operations services. These categories are used to specify three generic service strategies: Services Doubters, for whom services are not a strong differentiator with no focus on any category of service offerings; Services Pragmatists, for whom product-attached services are a key differentiator; Services Enthusiasts, for whom services are both a product differentiator and an enabler of growth, with all three categories of service offerings important. Research implications: Whereas prior studies tend to use the concepts of service strategies and categories of service offerings interchangeably, we find empirical support for the importance of making a clear distinction between the two concepts. Practical implications: Manufacturers can be classified according to their services strategies. For Services Doubters service infusion is unlikely to be an appropriate approach to creating differentiation. For Services Pragmatists services play a crucial role in creating product differentiation. Services Enthusiasts use services to both differentiate their own products and also develop services-led growth. Originality/value/contribution: The paper exposes an ambiguity in the extant literature, with a manufacturer's categories of service offerings used as proxies for service strategies. A new typology of service strategies is presented based on categories of service offerings, which provides insight into how manufacturers infuse services.
  • Strandvik, Tore; Holmlund, Maria; Grönroos, Christian (Emerald Group Publishing Ltd., 2014-03-26)
    Special Issue: Back where we belong – Marketing as the organization’s core strategy