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Business, Management and Accounting â€ș Marketing

Service and Product Innovation

Works Count: 28883

Description

This cluster of papers explores the evolution and application of service-dominant logic in marketing science, focusing on co-creation, value creation, service innovation, product-service systems, customer participation, servitization, service science, customer experience, and marketing strategy.

Keywords

Co-Creation; Value Creation; Service Innovation; Product-Service Systems; Customer Participation; Servitization; Value Co-Creation; Service Science; Customer Experience; Marketing Strategy

Putting the Service-Profit Chain to Work

1994-03-01
James L. Heskett , Thomas O. Jones , Gary W. Loveman +2 more
Outstanding service organizations focus on customers and frontline workers. The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures 
 Outstanding service organizations focus on customers and frontline workers. The service-profit chain puts hard values on soft measures, helping managers quantify their investments in people and then integrate those measures into a comprehensive service picture.

The servitization of manufacturing

2009-06-05
Tim Baines , Howard Lightfoot , Ornella Benedettini +1 more
Purpose The purpose of this paper is to report the state‐of‐the‐art of servitization by presenting a clinical review of literature currently available on the topic. The paper aims to define 
 Purpose The purpose of this paper is to report the state‐of‐the‐art of servitization by presenting a clinical review of literature currently available on the topic. The paper aims to define the servitization concept, report on its origin, features and drivers and give examples of its adoption along with future research challenges. Design/methodology/approach In determining the scope of this study, the focus is on articles that are central and relevant to servitization within a wider manufacturing context. The methodology consists of identifying relevant publication databases, searching these using a wide range of key words and phrases associated with servitization, and then fully reviewing each article in turn. The key findings and their implications for research are all described. Findings Servitization is the innovation of an organisation's capabilities and processes to shift from selling products to selling integrated products and services that deliver value in use. There are a diverse range of servitization examples in the literature. These tend to emphasize the potential to maintain revenue streams and improve profitability. Practical implications Servitization does not represent a panacea for manufactures. However, it is a concept of significant potential value, providing routes for companies to move up the value chain and exploit higher value business activities. There is little work to date that can be used to help practitioners. Originality/value This paper provides a useful review of servitization and a platform on which to base more in‐depth research into the broader topic of service‐led competitive strategy by drawing on the work from other related research communities.
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Digital transformation: opportunities to create new business models

2012-02-25
Saul J. Berman
Purpose According to IBM research, companies seeking opportunities in an era of constant customer connectivity focus on two complementary activities: reshaping customer value propositions and transforming their operations using digital 
 Purpose According to IBM research, companies seeking opportunities in an era of constant customer connectivity focus on two complementary activities: reshaping customer value propositions and transforming their operations using digital technologies for greater customer interaction and collaboration. This paper aims to address this issue. Design/methodology/approach The paper explains that businesses aiming to generate new customer value propositions or transform their operating models need to develop a new portfolio of capabilities for flexibility and responsiveness to fast‐changing customer requirements. Findings The paper finds that engaging with customers at every point where value is created is what differentiates a customer‐centered business from one that simply targets customers well. Customer interaction in these areas often leads to open collaboration that accelerates innovation using online communities. Practical implications Companies focused on fully reshaping the operating model optimize all elements of the value chain around points of customer engagement. Originality/value The article explains how companies with a cohesive plan for integrating the digital and physical components of operations can successfully transform their business models.

Crowd‐funding: transforming customers into investors through innovative service platforms

2011-08-09
Andrea Ordanini , Lucia Miceli , Marta Pizzetti +1 more
Purpose The purpose of this paper is to analyze the emerging crowd‐funding phenomenon, that is a collective effort by consumers who network and pool their money together, usually via the 
 Purpose The purpose of this paper is to analyze the emerging crowd‐funding phenomenon, that is a collective effort by consumers who network and pool their money together, usually via the internet, in order to invest in and support efforts initiated by other people or organizations. Successful service businesses that organize crowd‐funding and act as intermediaries are emerging, attesting to the viability of this means of attracting investment. Design/methodology/approach The research employs a “grounded theory” approach, performing an in‐depth qualitative analysis of three cases involving crowd‐funding initiatives: SellaBand in the music business, Trampoline in financial services, and Kapipal in non‐profit services. These cases were selected to represent a diverse set of crowd‐funding operations that vary in terms of risk/return for the investor and the type of payoff associated to the investment. Findings The research addresses two research questions: how and why do consumers turn into crowd‐funding participants? and how and why do service providers set up a crowd‐funding initiative? Concerning the first research question, the authors' findings reveal purposes, characteristics, roles and tasks, and investment size of crowd‐funding activity from the consumer's point of view. Regarding the second research question, the authors' analysis reveals purposes, service roles, and network effects of crowd‐funding activity investigated from the point of view of the service organization that set up the initiative. Practical implications The findings also have implications for service managers interested in launching and/or managing crowd‐funding initiatives. Originality/value The paper addresses an emerging phenomenon and contributes to service theory in terms of extending the consumer's role from co‐production and co‐creation to investment.

Value co-creation: concept and measurement

2014-08-04
Kumar Rakesh Ranjan , Stuart Read

From goods to service(s): Divergences and convergences of logics

2008-02-13
Stephen L. Vargo , Robert F. Lusch

A literature and practice review to develop sustainable business model archetypes

2013-12-05
Nancy Bocken , Samuel W. Short , P. Rana +1 more
Eco-innovations, eco-efficiency and corporate social responsibility practices define much of the current industrial sustainability agenda. While important, they are insufficient in themselves to deliver the holistic changes necessary to achieve 
 Eco-innovations, eco-efficiency and corporate social responsibility practices define much of the current industrial sustainability agenda. While important, they are insufficient in themselves to deliver the holistic changes necessary to achieve long-term social and environmental sustainability. How can we encourage corporate innovation that significantly changes the way companies operate to ensure greater sustainability? Sustainable business models (SBM) incorporate a triple bottom line approach and consider a wide range of stakeholder interests, including environment and society. They are important in driving and implementing corporate innovation for sustainability, can help embed sustainability into business purpose and processes, and serve as a key driver of competitive advantage. Many innovative approaches may contribute to delivering sustainability through business models, but have not been collated under a unifying theme of business model innovation. The literature and business practice review has identified a wide range of examples of mechanisms and solutions that can contribute to business model innovation for sustainability. The examples were collated and analysed to identify defining patterns and attributes that might facilitate categorisation. Sustainable business model archetypes are introduced to describe groupings of mechanisms and solutions that may contribute to building up the business model for sustainability. The aim of these archetypes is to develop a common language that can be used to accelerate the development of sustainable business models in research and practice. The archetypes are: Maximise material and energy efficiency; Create value from 'waste'; Substitute with renewables and natural processes; Deliver functionality rather than ownership; Adopt a stewardship role; Encourage sufficiency; Re-purpose the business for society/environment; and Develop scale-up solutions.

Clarifying the concept of product–service system

2002-06-01
Oksana Mont

Service logic revisited: who creates value? And who co‐creates?

2008-06-27
Christian Grönroos
Purpose In the discussion on service‐dominant logic and its consequences for value creation and marketing the inner meaning of the value‐in‐use notion and the nature of service marketing have not 
 Purpose In the discussion on service‐dominant logic and its consequences for value creation and marketing the inner meaning of the value‐in‐use notion and the nature of service marketing have not been considered thoroughly. The purpose of this paper is to analyze the meaning of a service logic as a logic for consumption and provision, respectively, and explore the consequences for value creation and marketing. Design/methodology/approach Being a research‐based paper, the topic is approached by theoretical analysis and conceptual development. Findings Discussing the differences between value‐in‐exchange and value‐in‐use, the paper concludes that value‐in‐exchange in essence concerns resources used as a value foundation which are aimed at facilitating customers' fulfilment of value‐in‐use. When accepting value‐in‐use as a foundational value creation concept customers are the value creators. Adopting a service logic makes it possible for firms to get involved with their customers' value‐generating processes, and the market offering is expanded to including firm‐customer interactions. In this way, the supplier can become a co‐creator of value with its customers. Drawing on the analysis, ten concluding service logic propositions are put forward. Research limitations/implications The analysis provides a foundation for further development of a service logic for customers and suppliers, respectively, (“service logic” is preferred over the normally used “service‐dominant logic”) as well for further analysis of the marketing consequences of adopting such a business and marketing logic. Practical implications Marketing practitioners will find new ways of understanding customers' value creation and of developing marketing strategies with an aim to engage suppliers with their customers' consumption processes in order to enhance customer satisfaction. Originality/value For a scholarly audience, the paper provides a more truly service‐centric understanding of value creation and of its marketing consequences. For a practitioner audience, it offers service‐based means of further developing marketing practices.

A research manifesto for services science

2006-07-01
Henry Chesbrough , Jim Spohrer
The services sector has grown over the last 50 years to dominate economic activity in most advanced industrial economies, yet scientific understanding of modern services is rudimentary. Here, we argue 
 The services sector has grown over the last 50 years to dominate economic activity in most advanced industrial economies, yet scientific understanding of modern services is rudimentary. Here, we argue for a services science discipline to integrate across academic silos and advance service innovation more rapidly.

Critical service logic: making sense of value creation and co-creation

2012-07-14
Christian Grönroos , PÀivi Voima

Product services for a resource-efficient and circular economy – a review

2013-12-07
Arnold Tukker

It's all B2B
and beyond: Toward a systems perspective of the market

2010-07-22
Stephen L. Vargo , Robert F. Lusch

Servitization of business: Adding value by adding services

1988-12-01
Sandra Vandermerwe , J. Fernando SĂĄnchez-Rada

Service Blueprinting: A Practical Technique for Service Innovation

2008-04-01
Mary Jo Bitner , Amy L. Ostrom , Felicia N. Morgan
With the global focus on service-led growth has come increased need for practical techniques for service innovation. Services are fluid, dynamic, experiential, and frequently -produced in real time by customers, 
 With the global focus on service-led growth has come increased need for practical techniques for service innovation. Services are fluid, dynamic, experiential, and frequently -produced in real time by customers, employees, and technology, often with few static physical properties. However, most product innovation approaches focus on the design of relatively static products with physical properties. Thus, many of the invention and prototype design techniques used for physical goods and technologies do not work well for human and interactive services. This article describes one technique—service blueprinting—that has proven useful for service innovation. Service blueprinting is securely grounded in the customer's experience and it allows the clear visualization of dynamic service processes. The technique is described in detail including real case examples that illustrate the value and breadth of its applications.

Innovation in services

1997-12-01
Faı̈z Gallouj , Olivier Weinstein

Fundamentals of service science

2007-07-24
Paul P. Maglio , Jim Spohrer
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Service Innovation and Smart Analytics for Industry 4.0 and Big Data Environment

2014-01-01
Jay Lee , Hung-An Kao , Shanhu Yang
Today, in an Industry 4.0 factory, machines are connected as a collaborative community. Such evolution requires the utilization of advance- prediction tools, so that data can be systematically processed into 
 Today, in an Industry 4.0 factory, machines are connected as a collaborative community. Such evolution requires the utilization of advance- prediction tools, so that data can be systematically processed into information to explain uncertainties, and thereby make more "informed" decisions. Cyber-Physical System-based manufacturing and service innovations are two inevitable trends and challenges for manufacturing industries. This paper addresses the trends of manufacturing service transformation in big data environment, as well as the readiness of smart predictive informatics tools to manage big data, thereby achieving transparency and productivity.

Co‐creating unique value with customers

2004-06-01
C. K. Prahalad , Venkat Ramaswamy
The traditional system of company‐centric value creation (that has served us so well over the past 100 years) is becoming obsolete. Leaders now need a new frame of reference for 
 The traditional system of company‐centric value creation (that has served us so well over the past 100 years) is becoming obsolete. Leaders now need a new frame of reference for value creation. In the emergent economy, competition will center on personalized co‐creation experiences, resulting in value that is truly unique to each individual. The authors see a new frontier in value creation emerging, replete with fresh opportunities. In this new frontier the role of the consumer has changed from isolated to connected, from unaware to informed, from passive to active. As a result, companies can no longer act autonomously, designing products, developing production processes, crafting marketing messages, and controlling sales channels with little or no interference from consumers. Armed with new tools and dissatisfied with available choices, consumers want to interact with firms and thereby co‐create value. The use of interaction as a basis for co‐creation is at the crux of our emerging reality. The co‐creation experience of the consumer becomes the very basis of value. The authors offer a DART model for managing co‐creation of value processes.

Eight types of product–service system: eight ways to sustainability? Experiences from SusProNet

2004-07-01
Arnold Tukker
Abstract Function‐oriented business models or product–service systems (PSSs) are often seen as an excellent means for achieving ‘factor 4’. SusProNet, an EU network on PSSs, showed a more complicated reality. 
 Abstract Function‐oriented business models or product–service systems (PSSs) are often seen as an excellent means for achieving ‘factor 4’. SusProNet, an EU network on PSSs, showed a more complicated reality. At least eight different types of PSS exist, with quite diverging economic and environmental characteristics. The economic potential of each type was evaluated in terms of (i) tangible and intangible value for the user, (ii) tangible costs and risk premium for the provider, (iii) capital/investment needs and (iv) issues such as the providers' position in the value chain and client relations. The environmental potential was evaluated by checking the relevance of certain impact reduction mechanisms (e.g. more intensive use of capital goods, inherent incentives for sustainable user and provider behaviour etc.). Most PSS types will result in marginal environmental improvements at best. The exception is the PSS type known as functional results, but here liability and risk premium issues, amongst others, need a solution. Copyright © 2004 John Wiley & Sons, Ltd and ERP Environment.

Expanding understanding of service exchange and value co-creation: a social construction approach

2010-04-27
Bo Edvardsson , BĂ„rd Tronvoll , Thorsten Gruber
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Social Marketing: An Approach to Planned Social Change

1971-07-01
Philip Kotler , Gerald Zaltman
This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the 
 This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campaigns and concluded that their effectiveness depended on the presence of adequate force, direction, adequate and compatible social mechanism, and distance (the "cost" of the new attitude as seen by message's message"s recepient). A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.

Managing the co-creation of value

2007-08-11
Adrian Payne , Kaj Storbacka , Pennie Frow

Exploring the financial consequences of the servitization of manufacturing

2008-12-01
Andy Neely
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Value co-creation in service logic: A critical analysis

2011-09-01
Christian Grönroos
The underpinning logic of value co-creation in service logic is analysed. It is observed that some of the 10 foundational premises of the so-called service-dominant logic do not fully support 
 The underpinning logic of value co-creation in service logic is analysed. It is observed that some of the 10 foundational premises of the so-called service-dominant logic do not fully support an understanding of value creation and co-creation in a way that is meaningful for theoretical development and decision making in business and marketing practice. Without a thorough understanding of the interaction concept, the locus as well as nature and content of value co-creation cannot be identified. Value co-creation easily becomes a concept without substance. Based on the analysis in the present article, it is observed that the unique contribution of a service perspective on business (service logic) is not that customers always are co-creators of value, but rather that under certain circumstances the service provider gets opportunities to co-create value together with its customers. Finally, seven statements included in six of the foundational premises are reformulated accordingly.

On value and value co-creation: A service systems and service logic perspective

2008-06-01
Stephen L. Vargo , Paul P. Maglio , Melissa Archpru Akaka

Collaborating to create: The Internet as a platform for customer engagement in product innovation

2005-10-19
Mohanbir Sawhney , Gianmario Verona , Emanuela Prandelli

How to Design a Service

1982-01-01
G. Lynn Shostack
Suggests that behavioural hypothesis, which rearranges or alters any element, by design or accident, will change the overall entity, just like changing bonds or atoms in a molecule creates a 
 Suggests that behavioural hypothesis, which rearranges or alters any element, by design or accident, will change the overall entity, just like changing bonds or atoms in a molecule creates a new substance, and this is known as molecular modelling — and this can help the marketer to better understand any market entity. States that the first step towards rational service design is a system for visualizing this phenomenon, enabling services to be given proper position and weight in the market entity context. Proposes that people are essential evidence of a service and how they are dressed or act has a bearing on this. Identifies benefits, standards and tolerances, and discusses modifications using tables and figures for emphasis. Concludes that modelling and blueprinting offer a system for marketers which can lead to the kind of experimentation and management necessary to service innovation and development.

Co-creation experiences: The next practice in value creation

2004-07-15
C. K. Prahalad , Venkat Ramaswamy
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Managing the transition from products to services

2003-05-01
Rogelio Oliva , Robert Kallenberg
Management literature is almost unanimous in suggesting to manufacturers that they should integrate services into their core product offering. The literature, however, is surprisingly sparse in describing to what extent 
 Management literature is almost unanimous in suggesting to manufacturers that they should integrate services into their core product offering. The literature, however, is surprisingly sparse in describing to what extent services should be integrated, how this integration should be carried out, or in detailing the challenges inherent in the transition to services. Reports on a study of 11 capital equipment manufacturers developing service offerings for their products. Focuses on identifying the dimensions considered when creating a service organization in the context of a manufacturing firm, and successful strategies to navigate the transition. Analysis of qualitative data suggests that the transition involves a deliberate developmental process to build capabilities as firms shift the nature of the relationship with the product end‐users and the focus of the service offering. The report concludes identifying implications of our findings for further research and practitioners.

Steps toward a science of service systems

2007-01-01
Jim Spohrer , Paul P. Maglio , J. Bailey +1 more
The service sector accounts for most of the world's economic activity, but it's the least-studied part of the economy. A service system comprises people and technologies that adaptively compute and 
 The service sector accounts for most of the world's economic activity, but it's the least-studied part of the economy. A service system comprises people and technologies that adaptively compute and adjust to a system's changing value of knowledge. A science of service systems could provide theory and practice around service innovation

Service-dominant logic: reactions, reflections and refinements

2006-08-31
Robert F. Lusch , Stephen L. Vargo
As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and 
 As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and critical viewpoints. Five recurring, contentious issues among collaborating scholars, as they attempt to understand the full nature and scope of S-D logic, are identified. These issues are clarified and refined, as is appropriate to this co-creation of a service-centric philosophy by the worldwide marketing community.

Service-dominant logic: continuing the evolution

2007-08-01
Stephen L. Vargo , Robert F. Lusch

Moving Forward and Making a Difference: Research Priorities for the Science of Service

2010-01-18
Amy L. Ostrom , Mary Jo Bitner , Stephen Brown +5 more
Given the significant, sustained growth in services experienced worldwide, Arizona State University’s Center for Services Leadership embarked on an 18-month effort to identify and articulate a set of global, interdisciplinary 
 Given the significant, sustained growth in services experienced worldwide, Arizona State University’s Center for Services Leadership embarked on an 18-month effort to identify and articulate a set of global, interdisciplinary research priorities focused on the science of service. Diverse participation from academics in a variety of disciplines working in institutions around the world—in collaboration with business executives who lead organizations ranging from small startups to Global 1000 companies—formed the basis for development of the priorities. The process led to the identification of the following 10 overarching research priorities: ‱ Fostering service infusion and growth ‱ Improving well-being through transformative service ‱ Creating and maintaining a service culture ‱ Stimulating service innovation ‱ Enhancing service design ‱ Optimizing service networks and value chains ‱ Effectively branding and selling services ‱ Enhancing the service experience through cocreation ‱ Measuring and optimizing the value of service ‱ Leveraging technology to advance service For each priority, several important and more specific topic areas for service research emerged from the process. The intent is that the priorities will spur service research by shedding light on the areas of greatest value and potential return to academia, business, and government. Through academic, business, and government collaboration, we can enhance our understanding of service and create new knowledge to help tackle the most important opportunities and challenges we face today.

Service Research Priorities in a Rapidly Changing Context

2015-04-13
Amy L. Ostrom , A. Parasuraman , David E. Bowen +2 more
The context in which service is delivered and experienced has, in many respects, fundamentally changed. For instance, advances in technology, especially information technology, are leading to a proliferation of revolutionary 
 The context in which service is delivered and experienced has, in many respects, fundamentally changed. For instance, advances in technology, especially information technology, are leading to a proliferation of revolutionary services and changing how customers serve themselves before, during, and after purchase. To understand this changing landscape, the authors engaged in an international and interdisciplinary research effort to identify research priorities that have the potential to advance the service field and benefit customers, organizations, and society. The priority-setting process was informed by roundtable discussions with researchers affiliated with service research centers and networks located around the world and resulted in the following 12 service research priorities: stimulating service innovation, facilitating servitization, service infusion, and solutions, understanding organization and employee issues relevant to successful service, developing service networks and systems, leveraging service design, using big data to advance service, understanding value creation, enhancing the service experience, improving well-being through transformative service, measuring and optimizing service performance and impact, understanding service in a global context, and leveraging technology to advance service. For each priority, the authors identified important specific service topics and related research questions. Then, through an online survey, service researchers assessed the subtopics’ perceived importance and the service field’s extant knowledge about them. Although all the priorities and related topics were deemed important, the results show that topics related to transformative service and measuring and optimizing service performance are particularly important for advancing the service field along with big data, which had the largest gap between importance and current knowledge of the field. The authors present key challenges that should be addressed to move the field forward and conclude with a discussion of the need for additional interdisciplinary research.
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The Four Service Marketing Myths

2004-05-01
Stephen L. Vargo , Robert F. Lusch
Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange 
 Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its perspective to include the exchange of more than manufactured goods. The subdiscipline of service marketing has emerged to address much of this broadened perspective, but it is built on the same goods and manufacturing-based model. The influence of this model is evident in the prototypical characteristics that have been identified as distinguishing services from goods—intangibility, inseparability, heterogeneity, and perishability. The authors argue that these characteristics (a) do not distinguish services from goods, (b) only have meaning from a manufacturing perspective, and (c) imply inappropriate normative strategies. They suggest that advances made by service scholars can provide a foundation for a more service-dominant view of all exchange from which more appropriate normative strategies can be developed for all of marketing.
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Contextualization and value-in-context: How context frames exchange

2011-03-01
Jennifer D. Chandler , Stephen L. Vargo
The purpose of this paper is to explore the role of context in service provision and, more broadly, in market co-creation. We oscillate foci from an individual actor at the 
 The purpose of this paper is to explore the role of context in service provision and, more broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to a market at the macro level to make the scaleable influence of context more salient. This reveals the meso level, which is nestled between the micro and macro levels. We discuss how these market levels influence one another. We conceptualize markets as simultaneous, continuous exchanges that are bounded by each of these levels of context.

Consumer Cocreation in New Product Development

2010-08-01
Wayne D. Hoyer , Rajesh Chandy , Matilda Dorotić +2 more
The area of consumer cocreation is in its infancy and many aspects are not well understood. In this article, we outline and discuss a conceptual framework that focuses on the 
 The area of consumer cocreation is in its infancy and many aspects are not well understood. In this article, we outline and discuss a conceptual framework that focuses on the degree of consumer cocreation in new product development (NPD). The authors examine (a) the major stimulators and impediments to this process, (b) the impact of cocreation at each stage of the NPD process, and (c) the various firm-related and consumer-related outcomes. A number of areas for future research are suggested.

Health Care Customer Value Cocreation Practice Styles

2012-05-01
Janet R. McColl‐Kennedy , Stephen L. Vargo , Tracey S. Dagger +2 more
This article explores in-depth what health care customers actually do when they cocreate value. Combining previously published research with data collected from depth interviews, field observation, and focus groups, the 
 This article explores in-depth what health care customers actually do when they cocreate value. Combining previously published research with data collected from depth interviews, field observation, and focus groups, the authors identify distinct styles of health care customer value cocreation practice. Importantly, the authors show how customers can contribute to their own value creation through their own (self) activities in managing their health care. Building on past work in service-dominant (S-D) logic, consumer culture theory and social practice theory, the authors identify “roles,” “activities,” and “interactions” that underlie customer cocreation of value in health care. The authors uncover five groupings of customer value cocreation practices yielding a typology of practice styles and link these to quality of life. The practice styles are “team management,” “insular controlling,” “partnering,” “pragmatic adapting,” and “passive compliance.” Two in particular, team management and partnering, should be encouraged by managers as they tend to be associated with higher quality of life. The authors provide a health care Customer Value Cocreation Practice Styles (CVCPS) typology. The usefulness of the typology is demonstrated by showing links to quality of life and its potential application to other health care settings.

State-of-the-art in product-service systems

2007-10-01
Tim Baines , Howard Lightfoot , S. Evans +7 more
A Product-Service System (PSS) is an integrated combination of products and services. This Western concept embraces a service-led competitive strategy, environmental sustainability, and the basis to differentiate from competitors who 
 A Product-Service System (PSS) is an integrated combination of products and services. This Western concept embraces a service-led competitive strategy, environmental sustainability, and the basis to differentiate from competitors who simply offer lower priced products. This paper aims to report the state-of-the-art of PSS research by presenting a clinical review of literature currently available on this topic. The literature is classified and the major outcomes of each study are addressed and analysed. On this basis, this paper defines the PSS concept, reports on its origin and features, gives examples of applications along with potential benefits and barriers to adoption, summarizes available tools and methodologies, and identifies future research challenges.
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A descriptive model of the consumer co-production process

2007-07-19
Michael Etgar

The Role of Customer Engagement Behavior in Value Co-Creation

2014-04-08
Elina Jaakkola , Matthew Alexander
Recent developments in marketing and service research highlight the blurring of boundaries between firms and customers. The concept of customer engagement (CE) aggregates the multiple ways customer behaviors beyond transactions 
 Recent developments in marketing and service research highlight the blurring of boundaries between firms and customers. The concept of customer engagement (CE) aggregates the multiple ways customer behaviors beyond transactions may influence the firm. However, the term is embryonic and academics and practitioners alike lack understanding on how CE contributes to value co-creation. This article marks the first attempt to conceptualize the role of customer engagement behavior (CEB) in value co-creation within a multistakeholder service system. We combine the theoretical perspectives of CE and value co-creation research to the analysis of a rich case study of a public transport service system involving consumers, communities, businesses, and governmental organizations. Our findings describe drivers for CEB, identify four types of CEB, and explore the value outcomes experienced by various stakeholders. This article proposes that CEB affects value co-creation by virtue of customers’ diverse resource contributions toward the focal firm and/other stakeholders that modify and/or augment the offering, and/or affect other stakeholders’ perceptions, preferences, expectations, or actions toward the firm or its offering. Through inducing broader resource integration, CEB makes value co-creation a system-level process. We offer nine research propositions explicating the connections CEB has to value co-creation by focal customers, the focal firm, and other stakeholders. Our research suggests that firms should focus greater attention on the resources that customers can contribute, explore the potential to engage diverse stakeholders around a common cause, and employ organically emerging systems that provide opportunities for more extensive value co-creation.
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Industrial Product-Service Systems—IPS 2

2010-01-01
H. E. Markus Meier , Rajkumar Roy , GĂŒnther Seliger

Service-dominant logic 2025

2016-11-18
Stephen L. Vargo , Robert F. Lusch

Service Innovation: A Service-Dominant Logic Perspective

2015-01-01
Robert F. Lusch , Satish Nambisan
In this article, we offer a broadened view of service innovation—one grounded in service-dominant logic—that transcends the tangible–intangible and producer–consumer divides that have plagued extant research in this area. Such 
 In this article, we offer a broadened view of service innovation—one grounded in service-dominant logic—that transcends the tangible–intangible and producer–consumer divides that have plagued extant research in this area. Such a broadened conceptualizati

Understanding digital transformation: A review and a research agenda

2019-02-10
Grégory Vial
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Effects of COVID-19 on business and research

2020-06-08
Naveen Donthu , Anders Gustafsson
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Social Marketing: An Approach to Planned Social Change

1971-07-01
Philip Kotler , Gerald Zaltman
Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social 
 Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.

Institutions and axioms: an extension and update of service-dominant logic

2015-07-15
Stephen L. Vargo , Robert F. Lusch

User Experience and Adoption Challenges in the Healthcare Industry

2025-06-25
Shaweta Sharma , Akanksha Sharma , Ashish Verma +3 more | Routledge eBooks

Bibliometric Analysis of Digital Servitization Research

2025-06-25
Hendri Ginting , Hamidah Nayati Utami , Riyadi Riyadi +1 more | KnE Social Sciences
landscape surrounding digital servitization from 2014 to 2024, using data sourced from the Scopus database. The analysis was conducted using Bibliometrix and RStudio, and focused on key themes such as 
 landscape surrounding digital servitization from 2014 to 2024, using data sourced from the Scopus database. The analysis was conducted using Bibliometrix and RStudio, and focused on key themes such as digitization, servitization, manufacturing, and sustainability. A total of 101 documents were analyzed, revealing that the Journal of Business Research and Industrial Marketing Management, each with an H-index of 9, are the leading sources in this field. The study highlights the significant contributions of Nordic countries, especially Sweden and Finland, which lead in institutional output and citation impact. Major emerging themes include the growing role of data analytics, digital platforms, and sustainable business models in advancing servitization efforts. Keyword co-occurrence networks emphasize innovation and data-driven decision-making, while collaboration networks highlight Parida V. and Sjödin D. as key contributors to the field. Although citation rates have declined since 2020, the discipline continues to grow, with new research directions emerging in areas such as artificial intelligence and autonomous solutions. This study highlights the diverse nature of digital servitization and its pivotal role in transforming traditional manufacturing into service-oriented, sustainable industries. To expand the global perspective, future research should explore deeper integration of advanced digital technologies and promote more international cooperation.

Reimagining service design through relational perspectives

2025-06-24
Josina Vink , Audun Formo Hay , Zhipeng Duan | Journal of Services Marketing
Purpose The purpose of this commentary is to adapt the underpinnings of service design by integrating relational perspectives. This adaptation is needed to avoid reproducing the assumption of separateness in 
 Purpose The purpose of this commentary is to adapt the underpinnings of service design by integrating relational perspectives. This adaptation is needed to avoid reproducing the assumption of separateness in transformation efforts, which can inadvertently contribute to perpetuating multiple, intersecting global crises. Design/methodology/approach Taking a conceptual approach of theory integration, the authors draw on theories from the relational turn in sociology and anthropology to delineate four core tenets of relationality in service design. Findings The core tenets of relationality in service design are: (1) actors are constituted by their relations; (2) service systems are entanglements of manifold relations; (3) agency is an emergent property of interaction; and (4) change is a nondeterministic process of becoming-in-relation. Research limitations/implications This article outlines a host of emerging research questions based on each of the core tenets to guide researchers interested in advancing relationality in service design. It also brings forward research questions connected to adopting an ethics of care in service design. Practical implications This article highlights clear practical implications for service design practice based on each core tenet, including the need to focus on the interdependence of actors and incorporate externalities. The authors call for adopting an ethics of care that involves practices of tinkering and holding onto difference amid situated attempts to shape relations otherwise. Originality/value While many scholars call for a more relational understanding and approach to service design, this commentary is the first to build out the theoretical underpinning and identify clear practice implications to support this effort.

Uniting paths, soaring heights: the Nexus between the power of collaboration and value Co-Creation behavior

2025-06-23
Hao Zhang , Khalid Mehmood , Tejal Shah +2 more | Current Psychology

A Kano analysis of food delivery apps in Italy: fair riders’ pay matters

2025-06-21
Gandolfo Dominici , Mario Tani , Simone Luongo | British Food Journal
Purpose This study investigates the factors that influence Italian consumers’ continued use of food delivery applications (FDAs). It aims to explore the deeper motivations and experiential dimensions that drive sustained 
 Purpose This study investigates the factors that influence Italian consumers’ continued use of food delivery applications (FDAs). It aims to explore the deeper motivations and experiential dimensions that drive sustained engagement, going beyond what is typically captured by quantitative models. Design/methodology/approach The research adopts a mixed-methods approach. It begins with qualitative data collection through focus group discussions involving experienced FDA users aimed at uncovering in-depth motivations behind reuse behaviour. Insights from the focus groups inform the development of a Kano model-based questionnaire that is then administered to a sample of Italian consumers across diverse demographic segments. The Kano model was used to categorise and prioritise satisfaction drivers influencing reuse intentions. Findings This study uncovers fair riders’ compensation as a pivotal must-be requirement, an ethical expectation whose absence leads to disengagement. Other must-be attributes include effective customer service, accessible online support, data privacy, reliable location tracking and avoidance of unavailable items. One-dimensional features such as promotions, sustainable packaging and real-time tracking directly impact satisfaction, whereas attractive features such as real-time menus and split-bill options enhance enjoyment when present. Originality/value This study contributes to the literature on digital consumer behaviour towards FDAs with a qualitative enquiry and Kano model analysis to identify both explicit and latent drivers of reuse. It provides novel insights into how ethical considerations, particularly those related to labour conditions, intersect with functional and emotional value propositions to shape consumer loyalty in digital service platforms. These findings have implications for food delivery providers seeking to foster long-term user retention.

Exploring the role of psychological ownership in value co-creation in private clubs: Insights from social cognitive theory

2025-06-19
SoJung Lee , Hang Cui , Jeon Seung | International Journal of Hospitality Management

Revolutionizing Service Delivery

2025-06-18
Ram Singh , Rajit Verma , Ajit Singh Tomar +4 more | IGI Global eBooks
This chapter aims to discuss and elaborate on possible SST trends in future as well as focusing on existing developments. To highlight the business of self-service together with the operational 
 This chapter aims to discuss and elaborate on possible SST trends in future as well as focusing on existing developments. To highlight the business of self-service together with the operational processes in parallel. This paper highlights technological advances such as automation and AI that are central in achieving such paradigms. The chapter will briefly consider matters from the perspectives of industries, geographies, and business development. For assessing the effects of various SSTs on various industries, a range of methodologies will be employed including systematic literature reviews, reports and case studies. This will help in establishing trends in using SSTs and assist in shaping industries in the following decades. The outcomes anticipated from this chapter include knowledge of how self-service technologies enhance the service delivery process and directions on how this process can be improved in the future.

Stability analysis of smart product service ecosystem based on CN-PF-ORESTE combination model

2025-06-17
Chaoshun Li , Xiuli Geng , Wei‐Xue Li +1 more | Advanced Engineering Informatics

Building legitimacy in digital servitization: an exploratory case study in manufacturing

2025-06-17
Marius Kristiansen , Tor Helge | Journal of Manufacturing Technology Management
Purpose This article aims to explore how manufacturers establish legitimacy in digital servitization. As manufacturing firms recognize digital servitization’s significance, they aim to understand its relevance within their contexts. For 
 Purpose This article aims to explore how manufacturers establish legitimacy in digital servitization. As manufacturing firms recognize digital servitization’s significance, they aim to understand its relevance within their contexts. For successful implementation and credibility in digital service-focused business models, manufacturers must ensure their innovations align with the legitimate standards set by ecosystem participants. Design/methodology/approach We investigate how a globally recognized original equipment manufacturer pursued legitimacy for a digital servitization initiative, focusing on actions taken to integrate a novel smart service into an established ecosystem. Findings Early engagement with ecosystem actors and the application of design thinking methodologies were crucial for acceptance during the smart service’s development and launch. Our empirically grounded process model outlines actions in three smart service development phases: pre-development, development and commercialization. Research limitations/implications This study describes actions contributing to smart service acceptance, particularly during the development and initial commercialization phases. Future research could explore these actions' impact on smart servitization within various ecosystems. Practical implications Practitioners can utilize the process model to identify actions that ensure the acceptance of digital servitization initiatives. Originality/value This research delivers actionable insights for manufacturers engaging in digital servitization, providing an empirically grounded process model.

Role of the intermediary in the value process: Value creation in a sports service context

2025-06-17
Danilo Brozović , Teresa Puga , Christian Grönroos | Journal of Business Research

Unpacking green growth in SMEs: A framework for dynamic capabilities, value co-creation, and sustainable performance

2025-06-16
Aghnia Nadhira Aliya Putri , Pri Hermawan , Isti Raafaldini Mirzanti +2 more | Sustainable Futures

Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance

2025-06-16
Francisco Peco-Torres , Adam Jones , Ana Isabel Polo Peña +1 more | Journal of Services Marketing
Purpose The purpose of this study is to propose an explanatory research model for the formation of service-firm brand image in the online context, within the theoretical framework of service-dominant 
 Purpose The purpose of this study is to propose an explanatory research model for the formation of service-firm brand image in the online context, within the theoretical framework of service-dominant logic (SDL). The study analyzes how brand image can be strengthened through individuals’ online value co-creation – with the firm, with online platforms or with other consumers – during the “dreaming” phase prior to selecting and purchasing a service, taking into account the moderating role of consumers’ uncertainty avoidance and the influence of strategic online reputation management on the value-creation process. Design/methodology/approach A quantitative empirical study was carried out among Spanish and British service consumers. Findings The results show that, for Spanish consumers (from a high uncertainty-avoidance culture), online value co-creation with online platforms and with other consumers in the “dreaming” phase has a positive and significant effect on service-firm brand image, while, for British consumers (from a low uncertainty-avoidance culture), online value co-creation with the firm has a positive and significant effect on brand image. Moreover, it is shown that strategic online reputation management has a positive and significant effect, in the “dreaming” phase, on value co-creation with the firm, with online platforms and with other consumers. Practical implications The results also have important business implications for service firms, showing how interaction with consumers in online media can enhance their brand image. Originality/value The study constitutes an advancement in the development of SDL theory, being the first to center on the very earliest stage in the customer journey – the “dreaming” phase – to empirically measure the effect of online value co-creation on service-brand image, as well as the moderating role of consumers’ uncertainty avoidance and the effect of strategic online reputation management on value co-creation.

Backward to Build Forward: A Critical Review of Public Value Co-Creation’s Evolution

2025-06-15
Samar Akbar , Yaamina Salman | ˜The œcritical review of social sciences studies
As it has become an older concept that government alone can create value for public, the new theory that is getting its roots deeper these days says that public value 
 As it has become an older concept that government alone can create value for public, the new theory that is getting its roots deeper these days says that public value is co-created by several stakeholders collectively, containing public itself. This study tries to present the existing literature on this emerging topic of Public Value CO-creation in shape of a detailed literature review. This may help the scholars interested in doing research on this topic by giving them a comprehensive recapitulation of the area and it may be helpful for policy makers in gaining insights from the ongoing work in different fields through this concept. As public value co-creation has emerged from the basic Value Co-creation (VCC) concept, which has been explored to a very large extent that in a few years it produced hundreds of studies carrying out this topic in both theory and practice. But focus of this study was specifically “Public Value Co-creation” so studies were selected through detailed screening only containing this very topic and articles excluding only VCC. After selection of database a detailed content analysis was done. There were some frequently used theoretical frameworks used as a background of PVCC. And there were some studies on public sector services. All are presented in this SLR and based on current trends in the area, some future directions are also provided by this study.

Ongoing value co-creation amidst service encounter setbacks in the banking environment: a viewpoint and call to action

2025-06-15
Estelle van Tonder | International Journal of Bank Marketing
Purpose Bank customers generally perform a variety of roles during service encounters. They partake in the delivery of the services they acquire and assist other customers in making important financial 
 Purpose Bank customers generally perform a variety of roles during service encounters. They partake in the delivery of the services they acquire and assist other customers in making important financial purchase decisions. Customers offering help may also be guided by other customers in the broader service environment (i.e., friends or family members), who may provide support or perform the role of gatekeepers in the helping process. Accordingly, a viewpoint is presented, arguing that value co-creation practices in the service ecosystem may be disrupted when gatekeepers and fellow customer helpers’ support networks engage in knowledge-hiding practices. Potential motivational drivers for knowledge-hiding behaviours are discussed. Additionally, alternative avenues fellow customer helpers may resort to for further assistance are presented. Design/methodology/approach Bank marketing and broader social literature guided the theoretical investigation. Findings Knowledge-hiding behaviours may be attributed to feelings of ownership, competition and lack of trust. Customer helpers’ subsequent adaptive behaviours may lead to the development of new service ecosystems that may ignite novel value co-creation practices from new (and perhaps more effective) actors in the system, including different online financial communities, other neighbours or colleagues at work, as well as financial service personnel or a bank’s artificial intelligence technology. Originality/value The viewpoint closes with a call to action and sets the agenda for further research on this topic.

Co-creating value in the independent pop-up retail ecosystem

2025-06-14
Carley Foster , Clare Brindley , Lynn Oxborrow +2 more | Journal of Place Management and Development
Purpose This paper aims to explore through an ecosystem lens how value can be co-created in independent pop-up retail, thus enhancing the community-based retail offer. It considers value co-creation between 
 Purpose This paper aims to explore through an ecosystem lens how value can be co-created in independent pop-up retail, thus enhancing the community-based retail offer. It considers value co-creation between pop-up owners, supply side stakeholders and customers operating in a challenging retail environment, offering useful insights for those involved in researching and managing high streets and temporary retail space. Design/methodology/approach Adopting a qualitative approach, the study draws upon interviews with 87 participants involved in pop-up initiatives in the UK. This includes 28 interviews with supply-side stakeholders such as landlords and community representatives, 23 with pop-up owners and 36 with pop-up customers. Findings This study finds that pop-up business models are heterogeneous. Value is co-created through the multiple symbiotic relationships the pop-up has with stakeholders in the community ecosystem in which they are embedded. Further value is co-created through the customer/pop-up owner interactions and the unique, temporary retail experience. Originality/value To the best of the authors’ knowledge, this is the first study to explore qualitatively, value co-creation in a novel temporary retail setting, which considers both the supply-side and demand-side perspective within a retail ecosystem. Previous studies have focused on customer experiences of pop-ups rather than considering how the pop-up offer can be managed and enhanced through the relationships pop-up owners have with wider community stakeholders, as well as customers. Adopting a holistic perspective to value creation is key given the challenging retail environment many communities are experiencing.

Explaining the Intention to Consume <scp>3D</scp>‐Printed Food via the Food Technology Acceptance Model and Trust Dynamics

2025-06-13
Carolin Kamrath , Joana Wensing , Hans De Steur +1 more | International Journal of Consumer Studies
ABSTRACT New food technologies, such as 3D printing, are key for sustainable food innovation. As the success of these technologies depends on consumer acceptance, this paper presents two quantitative studies 
 ABSTRACT New food technologies, such as 3D printing, are key for sustainable food innovation. As the success of these technologies depends on consumer acceptance, this paper presents two quantitative studies exploring the factors that influence consumers' intention to consume 3D‐printed food. In the first study, conducted with 463 German consumers, we tested a sector‐specific food technology acceptance model (FTAM) alongside the generic theory of planned behavior (TPB) model to predict consumer intention to consume 3D‐printed food. Structural equation modeling identified factors that significantly influence this intention to consume, including trust in institutions, subjective knowledge, perceived benefits, and perceived risks, as well as subjective norm. To explore the role of trust, the second study conducts an online experiment with 154 German students, assessing how the provision of information impacts calculative and affective trust in the food industry. Findings show that while the information treatment has no effect on calculative trust, affective trust significantly predicts calculative trust both directly and indirectly through the perceived credibility of the provided information. Both studies enhance the theoretical understanding of new food technology evaluation by being the first to apply the FTAM and highlighting the importance of integrating both affective (emotional) and calculative (rational) trust components in trust models. Practically, it underscores the necessity for the food industry to build trust with consumers through transparent and credible communication to effectively address safety, health, and environmental concerns.

Towards sustainable organizations through purpose-driven and customer-centric strategies

2025-06-13
Sergio Pardo‐Jaramillo , Miguel I. GĂłmez , AndrĂ©s Muñoz‐Villamizar +2 more | AMS Review

Co-creation and relationship marketing: is there a dependent variable, or do the constructs mutually reinforce each other?

2025-06-12
Eduarda Remor Bastos , Alexandre Reis Graeml | ReMark - Revista Brasileira de Marketing
Purpose: This paper aims to enhance the theoretical understanding of the relationship between co-creation and relationship marketing. The review aims to identify the main contributions presented in the literature and 
 Purpose: This paper aims to enhance the theoretical understanding of the relationship between co-creation and relationship marketing. The review aims to identify the main contributions presented in the literature and compare the results of studies addressing both themes. Design/methodology/approach—The research was conducted using a systematic literature review based on Kitchenham's (2004) protocol. We selected articles published from 2018 onwards from the Scopus, Web of Science, and ScienceDirect platforms. The final sample consisted of 15 documents relevant to the study. Originality/Relevance—According to recent literature, the results are significant for exploring the understanding of how co-creation and relationship marketing converge. Finding – The research revealed two main perspectives held by companies regarding the relationship between co-creation and relationship marketing: (1) co-creation as a tool for relationship marketing and (2) mutual reinforcement between the two initiatives. Some authors also presented a critical perspective on promoting this relationship, emphasizing the potential for knowledge leakage or the "co-destruction" of value. Theoretical/Methodological Contributions – The relevance of these findings lies in the discussion that integrates the constructs of co-creation and relationship marketing. Although a substantial body of research addresses these topics individually, studies exploring their intersection remain limited. This gap constrains understanding of how these phenomena interact and complement each other within business contexts.

GenAI-powered service delivery innovation in digital transformation

2025-06-12
Hung‐Tai Tsou | Technology Analysis and Strategic Management

Developing a strategic typology of non-fungible tokens (NFTs)

2025-06-11
Achilleas Boukis , Mariachiara Restuccia | Journal of Marketing Management

Enhancing public service agility and value co-creation through fuzzy logic integration algorithms

2025-06-11
Najoua El Abbas El Ghaleb , Ikram El Hachimi , Soroush Mehdi +2 more | International Journal of Innovative Research and Scientific Studies
This study investigates the limitations of traditional evaluation methods, particularly Likert-type scales, in capturing complex, subjective constructs such as organizational agility and value co-creation within public service delivery. It proposes 
 This study investigates the limitations of traditional evaluation methods, particularly Likert-type scales, in capturing complex, subjective constructs such as organizational agility and value co-creation within public service delivery. It proposes an alternative framework grounded in fuzzy logic theory to better reflect the nuanced perceptions of stakeholders. A qualitative research design was employed, using semi-structured interviews with public sector agents in Moroccan territorial administrations. Respondents evaluated service attributes using a self-anchored “free scale” and linguistic descriptors. These evaluations were transformed into triangular fuzzy numbers (TFNs) and analyzed using fuzzy similarity indices and scale invariance testing (D-test). The fuzzy logic-based method revealed significant perceptual differences not captured by the standard 5-point Likert scale. Semantic differential scales showed stronger alignment with the free scale. Findings replicated across samples confirmed the increased representational sensitivity and reduced distortion in perceptual data using fuzzy logic. Fuzzy logic offers a more flexible and theoretically robust alternative to traditional fixed-point scales in assessing subjective dimensions of public service, enhancing accuracy in measuring perceived service quality and co-creation. The study emphasizes the importance of measurement choice in public administration research. Applying fuzzy logic can yield richer, more actionable insights for policy design, performance evaluation, and citizen engagement strategies.

Navigating Power and Equity in Service Design

2025-06-11
Maria Catalina Miller | Deleted Journal
The design process is inherently riddled with power dynamics, and designers don’t often realise they have power and a part to play in negotiating between end users’ needs and business 
 The design process is inherently riddled with power dynamics, and designers don’t often realise they have power and a part to play in negotiating between end users’ needs and business goals. By employing mediation techniques, we can build trust and create a more equitable design process.

Digital service orientation: unlocking servitization in service operations and service sales

2025-06-10
Alexey Sklyar , David Sörhammar , Christian Kowalkowski +1 more | International Journal of Operations & Production Management
Purpose Manufacturers increasingly harness digital technologies in their servitization efforts. However, the research has mainly focused on higher-level aspects of servitization, often overlooking the role of organizational routines at the 
 Purpose Manufacturers increasingly harness digital technologies in their servitization efforts. However, the research has mainly focused on higher-level aspects of servitization, often overlooking the role of organizational routines at the firm-customer interface. This especially concerns two key customer-facing functions, service operations and service sales. This study explores how digital service orientation can be induced within these units’ organizational routines. Design/methodology/approach Survey data from 534 respondents (270 in service operations and 264 in service sales) from a market-leading manufacturing corporation implementing a digital service strategy were analyzed with a fuzzy-set qualitative comparative analysis (fsQCA). Findings The analysis uncovers alternative configurations of routine elements that induce digital service orientation in customer-facing units. These configurations combine four core routine elements: technology foresight, adaptability, agility, and rule-bending. Notably, distinct cross-functional patterns—assertive, responsive, and nimble—emerge across service operations and sales. Practical implications For managers, the cross-functional patterns offer a useful tool for inducing digital service orientation across customer-facing functions. Originality/value This exploratory study advances servitization research by identifying cross-functional patterns that induce digital service orientation. The findings reveal a surprising degree of homogeneity between service operations and sales, with greater alignment than previously assumed. This study also highlights the role of rule-bending in managing the often-overlooked tensions inherent in digital service strategies. Additionally, it points to a more limited role of customer focus, particularly in the context of intermediate services.

Viewpoint: advancing service design with practitioners’ insights

2025-06-05
Martina Čaić , NĂșria Solsona Caba , Tuuli MattelmĂ€ki | Journal of Services Marketing
Purpose Amid global uncertainty and systemic challenges, service design is increasingly recognized for its potential to drive meaningful change across societal and organizational contexts. The purpose of this viewpoint is 
 Purpose Amid global uncertainty and systemic challenges, service design is increasingly recognized for its potential to drive meaningful change across societal and organizational contexts. The purpose of this viewpoint is to identify emerging themes, roles and competencies shaping the evolving service design practice, while examining its current scope, key challenges and transformative dynamics. It further offers a foundation for future research agendas aimed at advancing service design in a rapidly changing context. Design/methodology/approach Drawing on insights from 40 service design practitioners, encompassing both in-house and design consultancy professionals operating in the Nordics, the authors examine the key themes that characterize contemporary service design practice. Findings The authors organize the emerging themes in service design practice around materiality in service design, organizational logics, technological transformations, sustainable and inclusive futures and service designer as a professional identity. Practical implications This work highlights the need for service organizations, managers and design practitioners to recognize and respond to the evolving challenges of contemporary service design, such as shifting roles, emerging competencies and changing organizational conditions, while offering actionable insights for practitioners, educators and organizations using service designers. Originality/value This viewpoint lays out a future research agenda, emphasizing the role of academia in advancing knowledge in the identified service design practice themes.