Marketing is currently undergoing a major shift driven by advances in marketing technology, which also means that marketing decision making is changing. There is not much research on how the attributes of the modern marketing landscape are reflected in marketing managers’ decision making,...

This paper focuses on linkages between strategic service sourcing decisions and the competitiveness of business firms. It responds to calls for more research focusing on the outcomes of services and the nature and durability of service benefits and contributes with relatively comprehensive,...

Innovation is an important source of growth for many companies. It is also challenging, as it may require that the companies build a new position in the supply chain. The literature is devoid of analysis of different ways to build such positions in the construction industry. The purpose here is...

Purpose – The purpose of this paper is to explore strategies for visualizing the value of service‐based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at...

Purpose – To provide propositions regarding how product, market, and firm contextual factors influence the appropriate channel structure of product services and to examine organizational actions resulting from maladjusted channel structures. Design/methodology/approach – Building on previous...

Purpose – The research on effects of outsourcing tends to focus on financial effects and effects at a country level. These are not the only consequences of outsourcing, though. When firms outsource functions previously performed in‐house, they risk losing important competencies, knowledge,...

Purpose – The purpose of this paper is to offer a critical analysis of the literature of solutions offerings; to provide a new conceptual framework, incorporating dimensions that can distinguish between different kinds of solutions and connect their different characteristics....

Purpose – The purpose of this paper is to examine the risks for manufacturing companies of extending their traditional goods offerings by the addition of different kinds of services. Design/methodology/approach – The study develops a conceptual framework of nine propositions (and...

Purpose – The purpose of this paper is to conceptualise, discuss and evaluate an emergent marketing philosophy, “transcendental marketing”, and its application in practice. Design/methodology/approach – A conceptual framework is grounded in the literatures of marketing practice and...

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...