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Making sense of ser...
Making sense of service dynamics : the honeybee metaphor
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- Brozovic, Danilo (author)
- Stockholms universitet,Företagsekonomiska institutionen
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Ravald, Annika (author)
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- Nordin, Fredrik, 1967- (author)
- Stockholms universitet,Företagsekonomiska institutionen
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(creator_code:org_t)
- 2015
- 2015
- English.
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In: Journal of Services Marketing. - 0887-6045. ; 29:6-7, s. 634-644
- Related links:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Subject headings
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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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Metaphor
- Service
- Honeybees
- Service dynamics
- Service relationship
- Service systems
- företagsekonomi
- Business Administration
Publication and Content Type
- ref (subject category)
- art (subject category)
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