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- Gummesson, Evert, 1936-, et al.
(författare)
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B2B is not and island
- 2009
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Ingår i: Journal of business & industrial marketing. - : Emerald. - 0885-8624 .- 2052-1189. ; 24:5-6, s. 337-350
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – With B2B (business-to-business) and new developments in marketing as the springboard, to emphasize the necessity of heeding complexity and context by addressing marketing as a coherent, relational system.Methodology/approach – Conceptual analysis based on new developments in marketing, network theory, and case study research; and the thesis that any company or marketing situation directly or indirectly embraces both B2B and B2C (business-to-consumer) issues.Findings – First, recent marketing theory points to the need for a network and systems approach to marketing and to changing roles between suppliers and customers. Two of these developments, many-to-many marketing as a broadening of relationship marketing (RM) and CRM (customer relationship management), and the service dominant logic (S-D logic) stress C2B (consumer-to-business) and C2C (customer-to-customer) interaction, exposing the customer’s active role. Second, a practitioner contribution, the cross-disciplinary IBM service science program, is enrolling academic research and education in the development of more functional and seamless service systems that work in real settings. Third, the conventional divide in goods and services marketing is conceptually dissolved in favor of supplier-customer interaction leading to value propositions and co-creation of value.Research implications – B2B, B2C/C2B and C2C aspects are part of an integrated, complex context. Case study research and network theory allow researchers to let complexity and context come forward. Network theory should be used in all marketing and not only on B2B. Definitions, categories and concepts in use need to be constantly evaluated as to validity and relevance for contemporary and future marketing. The conventional economic sectors (manufacturing, services, agriculture) are supplier-centric whereas marketing prescribes customer-centricity; consequently they should not be used in marketing. By focusing on continuous theory generation, an open source code and collaboration, “testing” and critiquing theory is superfluous; instead generate better theory to replace previous theory. Treat marketing as an aspect of all company activities; in a network every node and link can potentially affect any other part of a network.Practical implications – For marketers to better overview complexity and context of their specific marketing situations, to systematically observe relational phenomena and the customer’s role, and as a consequence better foresee opportunities and avoid mistakes in their marketing planning.Originality/value – In the light of new research and conceptualization, the article offers a network view which is only marginally represented in research and education in marketing. With bigger and more global systems and growing dependency on software and the Internet, the need to address integrated systems becomes urgent. In the new logic of service and value creation, marketing categories are being dissolved and the reductionism and linearity of Western science are being challenged in favor of a broader network approach. The dependency between B2B and B2C has been noted before but we go further and treat these as perspectives of a grander marketing context and not as independent categories. The analysis of B and C combinations displays the broadened role of customers in value networks. Goods and services are intertwined and can only be understood and handled in a unified context.
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| 2. |
- Polese, Francesco, et al.
(författare)
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A4A relationships
- 2017
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Ingår i: Journal of service theory and practice. - : Emerald Group Publishing Limited. - 2055-6225 .- 2055-6233. ; 27:5, s. 1040-1056
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to investigate the characteristics of actors that allow them to relate to others actors in the system through shared intentionality (orientation) and the nature of the A4A relationship and the results that such interactions bring to the emergent system based on this shared purpose (finality). Design/methodology/approach - The topic is approached by theoretical analysis and conceptual development of three integrative frameworks: the sociological perspective, service-dominant logic and a particular perspective of system thinking: the viable system approach (vSa). Findings - The A4A relationships involve value co-creation based on actors integrating their resources and acting with intentionality to obtain value by providing benefits to other parties and by belonging to the emergent viable system; actor acts for other actors directly involved in the relationship generating positive effects for the whole system in which it is contextualized. Research limitations/implications - Future empirical research might better support findings. Social implications - Many social implications deriving from an augmented role of actors engaged within social relationships in co-creation exchanges. From the title of the paper A4A over on the manuscript describes numerous social inferences of actors in co-creation. Originality/value - A4A is a relationship formed by actors that interact for the benefit of the whole system in which are involved. They find own benefit from the benefit created for the system in which they live and act. In A4A relationships the value of the single actor comes from the participation to the viability of the whole system.
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| 4. |
- Sarno, Debora, et al.
(författare)
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A processual view on sustainability transitions in service ecosystems
- 2024
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Ingår i: Journal of Service Management. - : Emerald Group Publishing Limited. - 1757-5818 .- 1757-5826.
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: Sustainability transitions (STs) refer to large-scale step changes in complex systems required to face sustainability issues. We aim to delineate how they can unfold in service ecosystems, especially when inspired by regenerative thinking. Design/methodology/approach: We develop a conceptual framework based on a processual view of STs and provide a propositional inventory based on literature leveraging deductive reasoning. Moreover, we contextualize our conceptualizations by showing illustrative examples of cities coping with STs. Findings: We connect the perception of unsustainability with the shift toward service-dominant (S-D) logic and identify them as triggers of an ST; we focus on the role of nested service ecosystems and the adoption of regenerative thinking in STs; finally, we highlight the domino effect that can drive continuous change towards sustainability in service ecosystems. Future research could be focused on (loss of) sensemaking for driving STs, practical approaches to deal with institutional tensions in nested service ecosystems and the possible fractality of ST processes in service ecosystems. Originality/value: This study supports the understanding of STs in cities and other systems such as industries, markets and organizations. It contributes to ST literature by suggesting the adoption of S-D logic and system lenses to identify, drive and cope with system changes toward sustainability, showing implications for policymakers and practitioners. Furthermore, it contributes to S-D logic by unfolding the self-adjustment of service ecosystems and the focus of sustainability initiatives on nested service ecosystems to sustain the broader systems. Finally, it contributes to transformative service research by identifying how the procedural and inspirational principles characterizing regenerative thinking can support design for STs. © 2024, Emerald Publishing Limited.
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| 6. |
- Vargo, Stephen Louis, et al.
(författare)
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Emergence in marketing: an institutional and ecosystem framework
- 2023
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Ingår i: Journal of the Academy of Marketing Science. - : Springer Nature. - 1552-7824 .- 0092-0703. ; 51:1, s. 2-22
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Tidskriftsartikel (refereegranskat)abstract
- Many core marketing concepts (e.g., markets, relationships, customer experience, brand meaning, value) concern phenomena that are difficult to understand using linear and dyadic approaches, because they are emergent. That is, they arise, often unpredictably, from interactions within complex and dynamic contexts. This paper contributes to the marketing discipline through an explication of the concept of emergence as it applies to marketing theory. We accomplish this by first drawing on the existing literature on emergence in philosophy, sociology, and the theory of complex adaptive systems, and then link and extend this understanding to marketing using the theoretical framework of service-dominant (S-D) logic, particularly as enhanced by its service-ecosystems and institutionalization perspectives. Our work recognizes both emergence and institutionalization as integral or interrelated processes in the creation, maintenance, and disruption of markets and marketing phenomena. We conclude by discussing implications for marketing research and practice. © 2022, The Author(s).
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