We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byStephon Moles
Modified about 1 year ago
1 © E. Gummesson 2011 Addressing service complexity and value through network theory: MANY-TO-MANY MARKETING Professor Evert Gummesson Stockholm University, Sweden
2 © E. Gummesson 2011 The opening slide shows that life is dynamic interaction in complex networks of relationships
3 The 3 Research Pillars of the Naples Forum
4 © E. Gummesson 2011 MANY-TO-MANY MARKETING My special research pillar: NETWORKS & SYSTEMS conceptualized as
5 © E. Gummesson 2011 THE DEVELOPMENT OF NETWORKS IN MARKETING & SERVICE
6 © E. Gummesson 2011 The marketing concept, traditional American marketing management & the marketing mix Customer Customer oriented: centered on one party 1960s - present
7 © E. Gummesson 2011 FREQUENTLY ASKED QUESTION: What happened to the marketing mix and the [in]famous 4Ps? MY ANSWER: They will still be around but......THE 4Ps ARE NEITHER 4 NOR Ps ANY MORE AND THEY APPEAR IN A SERVICE CONTEXT OF COMPLEX RELATIONSHIPS, NETWORKS, AND INTERACTION THE MARKETING MIX OF THE 2000s:
8 © E. Gummesson 2011
9 Relationship marketing (RM), CRM (customer relationship management), and one-to-one marketing Supplier Customer Relationship oriented: centered on two parties 1990s - present
10 © E. Gummesson 2011 Customer Supplier Many-to-many marketing Network oriented: centered on many parties, ”a network of stakeholders” 2000s -
11 © E. Gummesson 2011 Definition: “MANY-TO-MANY MARKETING describes, analyzes and utilizes the network properties of marketing.”
12 © E. Gummesson 2011 Network theory and systems theory consider the complexity and context of marketing and service as well as the parts and their place in the whole. CONTRIBUTION TO A NEW SCIENCE OF MARKETING, SERVICE & VALUE:
13 © E. Gummesson 2011 The basic elements of network theory are nodes (people, organizations, machines and what have you) and links between these in a limitless number of patterns: Marketing, service and life as a whole can be described and analyzed as interaction in networks of relationships
14 © E. Gummesson 2011 United US Airways air Baltic Air China air greenland Air One Atlantic Airways Cimber Air City Airline Estonian Air Qantas Skyways Wideroe Adria 3 REGIONAL PARTNERS 11 SPECIAL SAS PARTNERS Blue 1 Croatia Airlines Star Alliance TAP Portugal Thai SWISS Spanair South African Airways Austrian Asiana Airlines Lufthansa LOT Polish Airlines bmi british midland SAS Scandianvian Airlines Singapore Airlines Shanghai Airlines Air New Zealand Air China ANA All Nippon Airways Air Canada 19 FULL PARTNERS AN AIRLINE ALLIANCE, FEBRUARY 2008 A BUSINESS ILLUSTRATION TO THE APPLICATION OF NETWORK THEORY:
15 © E. Gummesson 2011 put the network eye-glasses on your noses Summing up:
16 © E. Gummesson 2011 Evert Gummesson and closely related literature SELECTED BIBLIOGRAPHY
17 © E. Gummesson rd, revised edition (2008) Broadens the scope of RM from the customer- supplier dyad toward a network and many-to- many view, and integrates with service-dominant (S- D) logic.
18 © E. Gummesson 2011 Many-to-Many Marketing in Swedish (2004), Finnish (2005) and Norwegian (2006)
19 © E. Gummesson 2011 An English and thoroughly updated version planned for It will treat many- to-many marketing in the light of network theory, S-D logic, and service science FORTHCOMING
20 © E. Gummesson Gummesson, E. (2004), ”Service Provision Calls for Partners Instead of Parties.” Commentary, Journal of Marketing, 68 (1), Lovelock, C. H. and Gummesson, E. (2004), “Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives,” Journal of Service Research, 6 (5), Gummesson, E. (2006), “Many-to-many marketing as grand theory: A Nordic School contribution.” In Lusch, R. L. and Vargo, S. L., eds., The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. New York: M.E. Sharpe, von Friedrichs Grängsjö, Y. and Gummesson, E. (2006), “Hotel Networks and Social Capital in Destination Marketing,” Service Industry Management, 17 (1), Grönroos, C. (2006), “What Can a Service Logic Offer Marketing Theory?,” in R. F. Lusch and S. L. Vargo (eds.), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. New York: M.E. Sharpe, Grönroos, C. (2006), “Adopting a service logic for marketing.” Marketing Theory, 6 (3), Articles and book chapters:
21 © E. Gummesson Vargo, S. L. and Lusch, R.F (2008), " Service-Dominant Logic: Continuing the Evolution," Journal of the Academy of Marketing Science, 36 (1),1-10. Ballantyne, D. and Varey, R.J. (2008), ”The service-dominant logic and the future of marketing,” Journal of the Academy of Marketing Science, 36 (1), Gummesson, E. (2008) “Extending the Service-Dominant Logic: From Customer Centricity to Balanced Centricity”, Journal of the Academy of Marketing Science, 36 (1), Maglio, P.P., & Spohrer, J. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36 (1), Payne, A. F, Storbacka, K. and Frow, P. (2008), “Managing the co-creation of value,” Journal of the Academy of Marketing Science, 36 (1), Gummesson, E. (2008), “Customer centricity: reality or a wild goose chase?”, European Business Reveiew, 20, (4), Gummesson, E. and Polese, F. (2009), “B2B is not and island!” The Journal of Business & Industrial Marketing, 24 (5-6),
22 © E. Gummesson Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C., Eds. (2010). Handbook of Service Science, Springer, New York. Gummesson, E. (2010), “The Future of Service Is Long Overdue.” In Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C., Eds., Handbook of Service Science, Springer, New York, Gummesson, E., Lusch, R. F. and Vargo, S. L. (2010), “Transitioning From Service Management to Service-dominant Logic: Observations and Recommendations,” International Journal of Quality and Service Sciences (IJQSS), Special Issue of the 2009 Naples Forum on Service, 2, (1), Gummesson, E. (2010), “The new service marketing.” In Baker, M.J. and Saren, M., eds., Marketing Theory: A Student Text, 2nd ed., Sage, London, , Gummesson, E. and Mele, C. (2010), “Marketing as value co-creation through network interaction and resource integration”, Journal of Business Market Management, no. 4, Mele, C., Pels, J., Polese, F. (2010) “A brief review of systems theories and their managerial applications”, in Journal of Service Science, 2 (1/2), Grönroos, C. (2010), ”Relatonship Marketing as Promise Management,” in Maclaren, P., Saren, M., Stern, B. and Tadajewski, M., Eds., The Sage Handbook of Markeing Theory, Sage, London,
23 © E. Gummesson 2011
Copyright E. Gummesson 2012 ServDes 2012 Laurea, Espoo February 10 Professor Evert Gummesson Stockholm University School of Business DESIGNING A COMPLEX.
1 E. Gummesson s-present Marketing management of consumer goods plus 1970s-present Services marketing and management plus 1980s-present Quality.
Airline Alliances Made understandable by Bonsai Team ©
1 Professor Tor W. Andreasen Relationships: Arms Length or 3 rd Degree: a Nordic School Perspective Tor W. Andreassen.
USI Exploring Interaction in S-D Logic Daniela Corsaro (University of Lugano, Manchester Business School) Roberta Sebastiani (Università Cattolica di Milano)
1 © E. Gummesson nd Service Conference and Workshop University of Westminster London, November 2008 HOW ARE SERVICE-DOMINANT LOGIC, SERVICE.
Relationship Marketing. Let us listen Kotler What is a Relationship?
1 E. Gummesson 2009 WELCOME TO CAPRI. 2 E. Gummesson 2009 ”Let’s eat our own dogfood” or ”Taste our own service system” Academics are known to be good.
S-D Logic Alternative Logics for Service Innovation Global Advanced Technology Innovation Consortium Conference Global Innovation Challenges and Opportunities.
S-D Logic A Service Foundation for a Science of Service Presentation to: Business Services Research, Tokyo Research Laboratory, IBM Japan, Ltd Aug 18,
Luca Carrubbo – Brno 2013 Building the service model, looking for its conceptual evolution.
AIR CHINA Arda Efendi. BACKGROUND Background Flag carrier and one of the major airlines of the People’s Republic of China; is headquartered in Shunyi.
S-D Logic Service-Dominant Logic: Clarifications and Elaborations Presentation to: Frontiers in Service Conference July 1, 2006 Stephen L. Vargo, University.
GEOG 80 – Transport Geography Professor: Dr. Jean-Paul Rodrigue Transportation Modes Air Transport.
Luca Carrubbo March Luca Carrubbo – Brno 2012 Agenda/Syllabus LessonTopicFocusLenghtDay 1Service-oriented new economy paradigm.
Star Alliance Member Airlines. STAR ALLIANCE MEMBERS.
Academic Writing Skills SRHE February 2013 Professor Rowena Murray University of the West of Scotland
Conducting international comparative research Chris Brewster Professor of International HRM, Henley Business School, University of Reading, UK Radboud.
S-D Logic The Service-Dominant Mindset Presentation to IBMs Service Science Management and Engineering Conference: Education for the 21st Century October.
Contemporary Tourism Supporting the Contemporary Tourism Product - Service Management © Chris Cooper & C M Hall 2016 Contemporary Tourism 3e, Goodfellow.
Copyright E. Gummesson ACADEMY OF MARKETING and AMA CONFERENCE Dublin Institute of Technology July, 2005 Professor Evert Gummesson Stockholm University.
S-D Logic On Theories of Markets and Marketing: From Positively Normative to Normatively Positive Presentation to BIGMAC 3: EMAC/ANZMAC Research Symposium.
Group: Baglieri Luana Fiore Valentina Rossi Annamaria.
Its a specific set of linkages among a defined set of persons with the additional property that the characteristics of these linkages as a whole may be.
USA #1 Long Haul destination for the Scandinavian travelers. 2011/1.1 million travelers visited the United States of America Nordic Region is #4 largest.
Core Issues in Comparative Politics (PO233) Module Director: Dr. Renske Doorenspleet Associate Professor in Comparative Politics director Centre for Studies.
Evaluating E-commerce: An Aesthetic Perspective Johnny Snyder Mesa State College.
Carmela Tuccillo Orlando Troisi Università degli Studi di Salerno A NEW PERSPECTIVE ON PORT SUPPLY CHAIN MANAGEMENT ACCORDING TO THE SERVICE DOMINANT LOGIC.
References and citations explained. Learning outcomes You will know why correct referencing is essential You will know what citations are and when and.
BRIC Markets- Spotlight India Understanding the New World Traveler.
Petteri Baer. Summarising the Results of the 3rd Nordic Marketing Conference on Statistical Products and Services Petteri Baer Helsinki
S-D Logic S-D Logic as a Foundation for Service Science Frontiers in Service Conference: Panel on Service Science Brisbane, Queensland Australia June 30.
1 Quality and Service, 6 ECTS Universitàs degli studi di Napoli Federico II Facoltá di Economia PhD, University Lecturer Rita Höykinpuro University of.
S-D Logic What S-D Logic Might Be Presentation for the Otago Forum on Service- Dominant Logic November 23, 2005 Robert F. Lusch, University of Arizona.
1 David W. Stewart, Editor November 8, JAMS Mission The Journal of the Academy of Marketing Science (JAMS) is devoted to the study and improvement.
Creating Competitive Advantage Chapter Objectives Learn how to understand competitors as well as customers via competitor analysis. Learn the.
Chapter 1 marketing dynamics. 1-2 Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006 learning objectives_1 Define what marketing.
Luca Carrubbo – Brno 2013 Cooperation with actors (including consumers), networking, relationships & system vision.
Relationship Marketing Management Ed Little and Ebi Marandi Thomson Learning© CHAPTER TWO Characteristics of RM.
June th FAA/JAA International Conference1 Repair/Alteration Data Developed by JAA-Maintenance Organizations by Werner Luehmann, Lufthansa Technik,
Chapter 2 Paradigms, Theory, And Research Some Social Science Paradigms Two Logical Systems Revisited Deductive Theory Construction Inductive Theory Construction.
Business Modeling in the Dynamic Digital Space An Ecosystem Approach - Omar A. El Sawy Francis Pereira.
E-business Forum, 15/11/2007 1`1` Customer Relationship Management Eleni K. Kevork ELTRUN Research Group Athens, November 2007 Athens University of Economics.
Hot Topics in Services Ruth N. Bolton Professor of Marketing W. P. Carey Chair in Marketing Center for Service Leadership W. P Carey School of Business.
Dr. Elizabeth Currid-Halkett Associate Professor University of Southern California USA Editorial Board Member.
Virtual Health Information Infrastructures: Scale and Scope Ann Séror, MBA, PhD 1 1 eResearch Collaboratory, Quebec City, QC, Canada, Url:
The Emerging Global Research University:Characteristics and Challenges Wanhua Ma Dr. Graduate School of Education Peking University
Dave Bluett Strategic Adviser to the Airline Group Board ENTERPRISE ARCHITECTURE APPLICATION TO ATM AN AIRSPACE USER PERSPECTIVE (Airspace User Submitted)
TU/e Service business logic framework Egon Lüftenegger, Information Systems Group, TU/e.
Introduction to e-Business Chapter 1. Learning outcomes Define the meaning and scope of e-business and e- commerce and their different elements Identify.
© 2017 SlidePlayer.com Inc. All rights reserved.