Table Of ContentTHE NORDIC SCHOOL
Service Marketing and Management
for the Future
Edited by
Johanna Gummerus and
Catharina von Koskull
With chapters by Christian Grönroos, Evert Gummesson
and many more
THE NORDIC SCHOOL –
SERVICE MARKETING AND
MANAGEMENT FOR THE
FUTURE
EDITED BY
JOHANNA GUMMERUS &
CATHARINA VON KOSKULL
Hanken School of Economics, Helsinki, Finland
© CERS, Hanken School of Economics, 2015
ISBN: 978-952-232-284-5
Helsinki, 2015
TABLE OF CONTENTS
EDITORIAL
Johanna Gummerus and Catharina von Koskull .................................................... 1
CERS’ CONTRIBUTIONS TO THE NORDIC SCHOOL OF SERVICE
Kristina Heinonen ................................................................................................... 7
INTRODUCTION TO THE NORDIC SCHOOL
THE ESSENCE OF THE NORDIC SCHOOL
Christian Grönroos, Catharina von Koskull and Johanna Gummerus ................. 29
THE EMERGENCE OF THE NEW SERVICE MARKETING:
NORDIC SCHOOL PERSPECTIVES
Evert Gummesson and Christian Grönroos………………………………………33
BUSINESS MARKETING – A NORDIC SCHOOL PERSPECTIVE
Christian Kowalkowski .......................................................................................... 55
VALUE CO-CREATION: CRITICAL REFLECTIONS
Christian Grönroos, Tore Strandvik and Kristina Heinonen ................................ 69
THE SERVICE REVOLUTION AND ITS MARKETING IMPLICATIONS:
SERVICE LOGIC VERSUS SERVICE-DOMINANT LOGIC
Christian Grönroos and Johanna Gummerus ....................................................... 83
ESSENTIALS OF CUSTOMER DOMINANT LOGIC
Tore Strandvik and Kristina Heinonen................................................................ 111
REFLECTIONS ON THE NORDIC SCHOOL
PERSONAL REFLECTIONS ON THE NORDIC SCHOOL
Steve Baron .......................................................................................................... 131
Pierre Eiglier ....................................................................................................... 133
Javier Reynoso..................................................................................................... 135
THE ROLE AND INFLUENCE OF THE NORDIC SCHOOL
Raymond P. Fisk .................................................................................................. 139
Pennie Frow and Adrian Payne .......................................................................... 143
Dwayne D. Gremler............................................................................................. 157
Robert F. Lusch and Stephen L. Vargo ............................................................... 161
Bernd Stauss ........................................................................................................ 171
RESEARCH AREA AND REFLECTIONS
David Ballantyne ................................................................................................. 183
Roderick J. Brodie ............................................................................................... 185
Jay Kandampully ................................................................................................. 189
Richard Kedzior................................................................................................... 191
Jos Lemmink ........................................................................................................ 195
Allard C.R. van Riel............................................................................................. 199
UNDERSTANDING CUSTOMERS; CUSTOMER VALUE CREATION
AND EXPERIENCES
WE MIGHT KNOW WHAT WE ARE SELLING, BUT DO WE KNOW
WHAT THE CUSTOMER IS BUYING?
Tore Strandvik and Maria Holmlund .................................................................. 205
CUSTOMER ACTIVITY: A RESEARCH AGENDA
Jacob Mickelsson and Michaela Lipkin .............................................................. 219
VALUE CO-CREATION IN CUSTOMER’S LOGIC:
FAMILY AS A CUSTOMER
Johanna Arantola-Hattab .................................................................................... 235
EXPLORING CHANGE IN CUSTOMER EXPERIENCE:
THE CASE OF SPORTS-TRACKING MOBILE SERVICE
Michaela Lipkin and Kristina Heinonen ............................................................. 253
THE RIPPLE EFFECT:
INTENDED AND UNINTENDED APP EXPERIENCES
Apramey Dube, Anu Helkkula and Tore Strandvik ............................................. 273
VALUE CREATION AND CUSTOMER EFFORT –
THE IMPACT OF CUSTOMER VALUE CONCEPTS
Michael Kleinaltenkamp ...................................................................................... 283
MANAGING SERVICE BUSINESS
MANAGERIAL SENSEMAKING IN BUSINESS MARKETING
Tore Strandvik and Maria Holmlund .................................................................. 295
ADAPTING BUSINESS MODEL THINKING TO SERVICE LOGIC:
AN EMPIRICAL STUDY ON DEVELOPING A SERVICE DESIGN TOOL
Katri Ojasalo and Jukka Ojasalo ........................................................................ 309
SMALL FIRMS – BORN SERVICE LOGICIANS?
Annika Ravald and Peter Björk ........................................................................... 335
STRATEGIC TRADEOFFS IN SERVICE BUSINESS:
THE CASE OF EFFICIENCY AND INNOVATIVENESS
Jaakko Aspara ..................................................................................................... 353
BRANDING IN SERVICE MARKETING
A NORDIC SCHOOL APPROACH TO IMAGES AND BRANDING
Anne Rindell ........................................................................................................ 365
BRAND PACKAGING AS A VISUAL CUE IN A
SERVICE ENVIRONMENT
Hannele Kauppinen-Räisänen and Outi Uusitalo ............................................... 379
SOCIETAL VIEWS ON SERVICE
SERVICE WORKER BEHAVIOR AND ITS SPILL-OVER EFFECTS
Magnus Söderlund ............................................................................................... 397
CONCEPTUALIZING A SERVICE ECOSYSTEM PERSPECTIVE
AT THE BASE OF THE PYRAMID
Soumaya Ben Letaifa and Javier Reynoso .......................................................... 421
STUDENTS’ CONNOTATIVE MEANING OF MARKETING CONCEPTS
Peter Mildén, Michael von Boguslawski and Carl-Johan Rosenbröijer ............. 429
METHODOLOGY AND/OR METHODS FOR STUDYING SERVICE
AND RELATIONSHIPS
SERVICE RESEARCH METHODOLOGY:
FROM CASE STUDY RESEARCH TO CASE THEORY
Evert Gummesson ................................................................................................ 451
SPAT (SWITCHING PATCH ANALYSIS TECHNIQUE) –
A QUALITATIVE APPROACH TO CUSTOMER RELATIONSHIPS
Inger Roos ........................................................................................................... 465
OF MUTUAL BENEFIT: RELATIONSHIP MARKETING THROUGH
THE PRISM OF METAPHOR
David Starr-Glass ................................................................................................ 483
LIST OF CONTRIBUTORS
Johanna Arantola-Hattab Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Jaakko Aspara Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
David Ballantyne Department of Marketing, University of Otago,
Dunedin, New Zealand
Steve Baron University of Liverpool Management School,
University of Liverpool, Liverpool, United Kingdom
Soumaya Ben Letaifa Management School of Université du Québec À
Montréal, Montréal, Canada
Peter Björk Department of Marketing, Hanken School of
Economics, Vaasa, Finland
Michael von Boguslawski Department of Business Management and Analytics,
Arcada University of Applied Sciences, Helsinki,
Finland
Roderick J. Brodie Department of Marketing, University of Auckland
Business School, Auckland, New Zealand
Apramey Dube Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Pierre Eiglier IAE Aix-Marseille Graduate School of Management,
Aix-Marseille Université, Aix-en-Provence, France
Raymond P. Fisk Department of Marketing, Texas State University,
San Marcos, Texas, USA
Pennie Frow Department of Marketing, The University of Sydney
Business School, Sydney, Australia
Dwayne D. Gremler Department of Marketing, Bowling Green State
University, Bowling Green, Ohio, USA
Christian Grönroos Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Johanna Gummerus Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Evert Gummesson Department of Marketing, Stockholm Business
School, Stockholm University, Stockholm, Sweden
Kristina Heinonen Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Anu Helkkula Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Maria Holmlund Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Jay Kandampully Department of Human Sciences, The Ohio State
University, Columbus, Ohio, USA
Richard Kedzior School of Management, Bucknell University,
Lewisburg, Pennsylvania, USA
Hannele Kauppinen-Räisänen INSEEC International University of Monaco,
Monaco
Michael Kleinaltenkamp Department of Marketing, Freie Universität Berlin,
Berlin, Germany
Catharina von Koskull Department of Marketing, CERS – Centre for
Relationship Marketing and Service Management,
Hanken School of Economics, Helsinki, Finland
Christian Kowalkowski Department of Management and Engineering,
Linköping University, Linköping, Sweden
Jos Lemmink Maastricht University School of Business and
Economics, Maastricht, The Netherlands
