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Making sense of ser...
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Brozovic, DaniloStockholms universitet,Företagsekonomiska institutionen
(författare)
Making sense of service dynamics : the honeybee metaphor
- Artikel/kapitelEngelska2015
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Nummerbeteckningar
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LIBRIS-ID:oai:DiVA.org:su-122197
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https://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-122197URI
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https://doi.org/10.1108/JSM-01-2015-0046DOI
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Språk:engelska
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Sammanfattning på:engelska
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Ämneskategori:ref swepub-contenttype
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Ämneskategori:art swepub-publicationtype
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Purpose - The purpose of this paper is to explore the honeybee colony metaphor as a tool to make sense of the dynamics of service systems surrounding a service relationship. Design/methodology/approach - Based on qualitative case research, this study develops and applies the metaphor of honeybee colonies as a tool to analytically and discursively draw parallels between different aspects of honeybees and service systems surrounding a service relationship, focusing on the dynamic nature of both. Findings - The honeybee colony metaphor can serve as an analytical tool, helping managers to make sense of the dynamics of service interactions and, as a discursive tool, giving sense to the strategic implications of service providers' everyday activities. Research limitations/implications - Few metaphors, no matter how complex, can wholly capture reality. The honeybee colony metaphor describes the dynamics surrounding a service relationship at a comprehensive level. Further research can focus on the metaphor's particular aspects (the changing role of honeybees in the system, for example) or distortions (e.g. parasitic relationships). Practical implications - The honeybee colony metaphor illustrates the strategic importance of part-time marketers; they "pollinate" and "fertilize" the customers and properly assessed information that they report represents a basis for strategic decisions. Originality/value - The introduction of the honeybee colony metaphor in this paper provides a new lens for capturing the dynamic aspects of service systems surrounding a service relationship and the strategic implications derived from adopting a systemic outlook on service.
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Biuppslag (personer, institutioner, konferenser, titlar ...)
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Ravald, Annika
(författare)
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Nordin, Fredrik,1967-Stockholms universitet,Företagsekonomiska institutionen(Swepub:su)frno1843
(författare)
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Stockholms universitetFöretagsekonomiska institutionen
(creator_code:org_t)
Sammanhörande titlar
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Ingår i:Journal of Services Marketing29:6-7, s. 634-6440887-6045
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