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Now showing items 13-32 of 50
  • Dube, Apramey (Kendall Hunt Publishing Company, 2014)
  • Gebauer, Heiko; Kowalkowski, Christian (Emerald Group Publishing Ltd., 2012)
    Purpose – The paper aims to provide a better understanding of the interrelatedness of customer and service orientations in the organizational structures of capital goods manufacturing companies. Design/methodology/approach – A qualitative, multi-case research design was employed using 36 European capital goods manufacturing companies. Findings – This article explored four different patterns of how companies move from being product-focused to service-focused, and from having an organizational structure that is geographically focused to one that is customer-focused. The four patterns are termed as follows: emphasizing service orientation, service-focused organizational structure, emphasizing customer orientation, and customer-focused organizational structure. Research limitations/implications – Although the study is based on 36 case studies, the external validity (generalizability) of the findings could not be assessed accurately. Practical implications – The description of the four organizational approaches offers guidance for managers to restructure their companies towards service and customer orientations. Originality/value – The article links the relatively independent discussions of service and customer orientations in the context of organizational structures. The four patterns provide a better understanding of how capital goods manufacturers integrate increased customer and service focuses in their organizational structures.
  • Strandvik, Tore; Holmlund, Maria; Edvardsson, Bo (Emerald Group Publishing Ltd., 2012-01-20)
  • Biggemann, Sergio; Kowalkowski, Christian; Maley, Jane; Brege, Staffan (Elsevier Inc., 2013)
  • Leverin, Andreas; Liljander, Veronica (Emerald, 2006)
    Purpose - This study investigates the relationship marketing (RM) strategy of a retail bank and examines whether - after its implementation - customer relationships were strengthened through perceived improvements in the banking relationship and consequent loyalty towards the bank. Design/methodology/approach - A survey was conducted on two profitability segments, of which the more profitable segment had been directly exposed to a customer oriented RM strategy, whereas the less profitable segment had been subjected to more sales oriented marketing communications. Findings - No significant differences were found between the segments on customers’ evaluations of the service relationship or their loyalty toward the bank. Furthermore regression analysis revealed that relationship satisfaction was less important as a determinant of loyalty in the more profitable segment. Research limitations/implications - This study was conducted as a case study of one specific branch of a bank group in Finland, which limits the external validity of its results. It was not possible to ascertain if, or to what extent, customers of the more profitable segment had received the intended RM treatment. Other limitations are also discussed. Practical implications - Customer orientation is desirable within retail banking and more studies are needed on the differential drivers of loyalty across customer profitability segments. By identifying the aspects of a banking relationship that are more highly valued among more profitable customers than among less profitable customers, bank managers would be able to more effectively devise appropriate strategies for different segments. Originality/value - The study contributes to the RM literature and marketing of financial services by providing empirical evidence of the effects of RM activities on customer relationship perceptions in different profitability segments.
  • Strandvik, Tore; Helkkula, Anu (Department of Business Studies. Uppsala University, 2013-10)
  • Editorial 
    Kindström, Daniel; Kowalkowski, Christian (Emerald Group Publishing Ltd., 2014)
  • Kindström, Daniel; Kowalkowski, Christian; Sandberg, Erik (Elsevier Inc., 2013)
  • Strandvik, Tore; Heinonen, Kristina; Mickelsson, Karl-Jacob (2013)
    The emancipation of customers has raised an interest into how service providers can involve customers in their processes. In contrast, we argue that the key challenge for companies will become how they can get involved in customers’ processes and that represents an unexplored area open for academic research. Our paper is conceptual with empirical illustrations and builds on a Customer Dominant business Logic approach. It presents a model of how the customer’s logic is grounded in customers’ rather stable interest structure and perception of service providers and how this forms different styles of using service and interacting with service providers.
  • Kowalkowski, Christian; Kindström, Daniel; Gebauer, Heiko (Emerald Group Publishing Ltd., 2013)
    Purpose – Information and communication technology (ICT) is a key enabler for new product- and process-oriented services. The article investigates how ICT can enable service differentiation and in doing so act as a catalyst for a service business orientation. Design/methodology/approach – A qualitative, multi-case research design with eight multinational goods manufacturers. Findings –Two distinct types of service-oriented differentiation are identified; services in support of the product (SSP), and services in support of the client’s actions (SSC). The study finds that SSC have the largest positive impact on firms’ service business orientation. Research limitations/implications – Western firms in a limited sample of industries are studied. Furthermore, the service business orientation construct does not include any measurements of service profitability or impact on overall competitive advantage. Practical implications – To various extend, successful firms are likely to pursue both SSP and SSC differentiation traits through ICT. The two options are interdependent and the framework presented helps managers to understand both key specificities and their interrelatedness. Originality/value – The study contributes to theory on service strategies by specifically focusing on the enabling role of ICT for new services and its effects on each of the three dimensions of the service business orientation construct.
  • Edvardsson, Bo; Holmlund, Maria; Strandvik, Tore (Elsevier Inc., 2008)
  • Aspara, Jaakko; Chakravarti, Amitav (Emerald Group Publishing Ltd., 2015)
  • Wilén, Kristoffer Bernhard (Vasemmistofoorumi, 2012)
  • Diaz Ruiz, Carlos; Kowalkowski, Christian (Elsevier Inc., 2014)
    A central question in industrial marketing is whether the form in which the external environment of a firm is represented influences the marketing strategy. This influence has been studied generally through case study research, and quantitative evidence is limited. In response to this limitation, this paper reports on a quasi-experiment investigating whether market representations have a constructive aspect in business. Empirically, this study compares two types of ostensive and performative market representations—service focus and product differentiation—in order to test for influence exacted by industrial marketing on strategies. Results indicate that service focus is selected when market representations rely on agency in firms (i.e., performative), and product strategies are selected when structures are emphasized (i.e., ostensive). This paper contributes to methodology development by expanding the link between a case study approach and quasi-experiments explaining how quasi-experiments can replicate findings in industrial marketing.
  • Edvardsson, Bo; Kowalkowski, Christian; Strandvik, Tore; Voima, Päivi (Emerald Group Publishing Ltd., 2014)
  • Holmlund-Rytkönen, Maria; Strandvik, Tore (Emerald Group Publishing, 1999)