Marketing and the Logic of Service: Value Facilitation, Value Creation and Co-creation, and Their Marketing Implications

The discussion of a service-dominant logic has made the findings of decades of service marketing research a topic of interest for marketing at large. Some fundamental aspects of the logic such as value creation and its marketing implications are more complex than they have been treated as so far and need to be further developed to serve marketing theory and practice well. Following the analysis in the present article it is argued that although customers are co-producers in service processes, according to the value-in-use notion adopted in the contemporary marketing and management literature they are fundamentally the creators of value for themselves. Furthermore, it is concluded that although by providing goods and services as input resources into customers’ consumption and value-generating processes firms are fundamentally value facilitators, interactions with customers that exist or can be created enable firms to engage themselves with their customers’ processes and thereby they become co-creators of value with their customers. As marketing implications it is observed that 1) the goal of marketing is to support customers’ value creation, 2) following a service logic and due to the existence of interactions where the firm’s and the customer’s processes merge into an integrated joint value creation process, the firm is not restricted to making value propositions only, but can directly and actively influence the customer’s value fulfilment as well and extend its marketing process to include activities during customer-firm interactions, and 3) although all goods and services are consumed as service, customers’ purchasing decisions can be expected to be dependant of whether they have the skills and interest to use a resource, such as a good, as service or want to buy extended market offerings including process-related elements. Finally, the analysis concludes with five service logic theses.

Puunoston kehittäminen Stora Enso Metsän Helsingin palvelupisteessä

The operation environment in the roundwood trade in Finland in the 1990’s include several changes. They are changes in the structure of non-industrial private forest (NIPF) ownership, forest taxation, in forest legislation, in price recommendation agreement, diminishing resources of forestry extension services, etc. At the same time, the roundwood demand has been rising. All these developments cause uncertainty in wood procurement organisations, and call for research to find out how to adapt into the changing environment. The objective of this study is to produce information for roundwood purchasing planning and cus-tomer satisfaction management to be used by Stora Enso Metsä Customer Service, Helsinki. For this pur-pose, data needs to be gathered about the urban NIPFs and their forest estates, behaviour related to forestry and timber-selling, customer satisfaction in their latest timber selling transaction, and their opinions about Enso’s new customer service office and its service concept. To fulfil the objective of the study, a NIPF -owner -survey (N=1064, response rate 39,7%) was con-ducted in October 1998-January 1999. The sample was made on the basis of the marketing database of Stora Enso Oyj Forest Customer Service in Helsinki. In planning the frame of reference of the empirical study, the model of service quality by Grönroos was applied. The following aspects were included in the 7-page questionnaire: demographic, sosio-economic and forest estate background, relation to the forest service supply, behaviour related to forestry, timber-selling motives and behaviour, last contact organisation and its image in forestry business, expectations and percep-tions in the latest timber-selling transactions, and behavioural intentions. The results revealed that the share of women, pensioners and academically educated people among forest owners was quite high. The majority of the forest estates of the metropolitan forest owners were situ-ated in the provinces of South Finland and East Finland. The average forest estate area was considerably smaller than in a previous study. Economic and recreational objectives were most important in the use of forests. Forest Associations were involved in half of the roundwood sales transactions of the respondents in the metropolitan area. The wood quantity of transactions was considerably higher than the average in the whole country. Bank-organised forest-related activities, taxation infos and trips to the forest were the most popular activities. Among the services, silvicultural advices were needed mostly and stub treatment least. Brochure material related to stumpage timber sales and taxation were considered most important compared to material related to delivery sales. The service expectations were at highest for women and they were less satisfied with the service than men. 2nd and 3rd generation residents of the metropolitan area thought about the new customer service concept more positively than the 1st generation residents. Internet users under 60 years thought more positively about new satellite picture-based woodlot search concept. Cross-tabulation of factor scores against background variables indicated that women with relatively low education level a greater need to sell roundwood than entrepreneurs, white-collar workers and directors, and Internet users. Suspiciousness towards timber procurement organisations was relatively strong among women and those whose forest income share of the total income was either null or over 20 %. The average customer satisfaction score was negative in all nine questions. Statistical differences be-tween different companies did not exist in the average satisfaction scores. Stora Enso’s Helsinki forest cus-tomer service could choose the ability to purchase all timber grades as its competitive advantage. Out of nine service dimension included in the questionnaire, in this particular service dimension, Enso’s Helsinki forest customer service’s score exceeded most all organisations’ average customer satisfaction score. On the basis of importance – performance matrix, advice and quidance could have been provided more to the forest owners in their latest timber–selling transaction.

Ühis- ning erijooni Soome ja Eesti Kaitseliitude puhkpillimuusikas aastatel 1925-1934.

This study focuses on the similarities and differences between the Estonian Defence League and the Finnish Civil Guard brass bands during the period 1925-1934. By 1934 this paramilitary volunteer state defence organisation had reached stability in its development, such that social, cultural and patriotic education of the people - with the help of brass band music among other means- had acquired a significant role, in addition to prioritised military and sports activities. The study begins with introductory paragraphs I and II, which describes the founding of the organisations, their participation in the Wars of Independence and their subsequent peace time activities as well as their representation in the media at the time. The thesis also briefly introduces military music in Finland and Estonia, as well as describes the influence of military music on the Defence League brass bands. The period under review includes the global economic crisis, which undoubtedly concerned the Defence League/Civil Guard and the Lapua and War of Independence movements, which greatly affected the apolitical principles of the organisations. The main emphasis of the thesis is the Defence League/Civil Guard brass band`s musical activities in two counties - Etelä-Pohjanmaa and Pärnumaa, while also including a general overview of the Estonian Defence League brass bands´ activities. One of the most important benefits of the thesis is its introduction of the brass band repertoire in use at the time, which was played by both professional and as well as amateur orchestras the latter of which also included the brass bands of the Defence League/Civil Guard and the Fire Services. Brass band music held a secondary, yet significant position in the Defence League/Civil Guard, where the orchestra as a musical grouping was obliged to perform not only at inner-organisational and national celebrations but also at any event requiring brass band music, such as song festivals, singing days, and other local cultural events. The professional preparation of the band conductors at the beginning of the period under review was not well specialised, but the training of the Defence League/Civil Defence brass band conductors was carried out regularly in both republic according to the opportunities and dedicated training programmes available. The musicians of the Defence League/Civil Defence brass bands were at the same time members of the military organisations as well as amateur musicians, which placed upon them extra demands - they were under close public supervision in all situations. Based on the principle of chronology it appeared that both Finnish and Estonian respective organisations´ brass bands used the gradually improving economic situation for purchasing musical instruments, obtaining repertoire and training musicians/conductors. Despite the fact that brass band music in the Defence League/Civil Guard was considered an amateur activity and a hobby, the more far-reaching objective of the organisation was to resemble the Defence Forces´ orchestras as closely as possible in all aspects. The Defence League/Civil Guard brass band music definitely had a significant influence on forming, developing and enriching music life in both republics. The reviewed nine-year period introduced the musical activities of the Defence League/Civil Guard against the background of the everyday life of the organisation and the need for brass band music and its continuity in the voluntary state defence institutions of both republics.

Ekotuotteet kuluttajan arjessa – vastuullisuutta, puhtautta ja arjen luksusta

Tutkielmassa tarkastellaan kuluttajien näkemyksiä ekotuotteiden valintaan vaikuttavista tekijöistä. Analysoin ekotuotteiden hankintaa kolmen teeman kautta. Ne ovat vihreys ja vastuullisuus, puhtaus tuotevalinnoissa sekä niin sanottu arjen luksus. Tutkimukseni empiirinen osa koostuu 10 teemahaastattelusta. Tutkimuskohteena on ekokauppa Ruohonjuuressa ostoksiaan tekevät kuluttajat. Haastateltavia etsin ilmoituksella ekokauppa Ruohonjuuresta sekä kaupan Facebook-sivuilta. Lisäksi oma haastattelupäivä Ruohonjuuren myymälässä tuotti haastateltavia mukaan tutkimukseen. Kirjoitin haastatteluista yhteenvedon ja analysoin aineistoa teemoittelun avulla. Nykyiset ympäristöongelmat vaikuttavat siihen, millaisena koemme arjen tulevaisuudessa. Vihreä ja vastuulllinen kuluttaja ottaa huomioon kulutuspäätöksiensä vaikutukset ympäristöön. Vihreät kulutuspäätökset tarkoittavat kestäviä kulutustapoja kuten jätteiden lajittelua, kirpputorikierrättämistä ja ympäristöä säästävien ekotuotteiden valintaa. Aineiston perusteella voi todeta, että ekotuotteiden ympäristömyönteisyyteen liitetään läheisesti luomutuotanto ja luomutuotteet. Ekotuotteet nähdään myös eettisinä ja moraalisina valintoina, joiden avulla halutaan vaikuttaa myös muiden hyvinvointiin. Ekotuotteisiin kohdistuu siten monenlaisia odotuksia, mutta myös epäilyjä. Aineistoni perusteella tuotetta ei välttämättä koettu ekotuotteeksi, jos sen valmistamiseen on käytetty paljon resursseja. Kuluttajat ovat kiinnostuneita ruoan alkuperästä ja sen aitoudesta. Ekotuotteet koetaan muita tuotteita päinvastoin puhtaiksi vaihtoehdoiksi. Puhtaus ekotuotteissa mielletään laadultaan turvallisiksi ja terveellisiksi tuotteiksi, jotka maistuvat hyvältä. Haastatteluaineiston perusteella voi todeta, että ekotuotteet koettiin myös arjen ostosten erikoisuudeksi. Arjen luksus lisää käyttäjälleen mielihyvän elämyksiä. Ekotuotteita ostamalla rakennetaan myös omaa elämäntyyliä ja erottaudutaan muista. Aineiston perusteella ekokauppaan mennään kiertelemään, tekemään heräteostoksia ja etsimään uutuuksia. Shoppailu ekokaupassa voi olla nautinnollista ja miellyttävää toimintaa, vaikka ostamista vain harkitaan. Ekotuote lahjana kertoo lahjan antajasta ja tuo lahjan saajalle palan luksusta vaikkapa luomusuklaan muodossa.

Strategic Sales Process Adaptation: Relationship Orientation of the Sales Process in a Business-to-Business Context

Although previous research has recognised adaptation as a central aspect in relationships, the adaptation of the sales process to the buying process has not been studied. Furthermore, the linking of relationship orientation as mindset with adaptation as a strategy and forming the means has not been elaborated upon in previous research. Adaptation in the context of relationships has mostly been studied in relationship marketing. In sales and sales management research, adaptation has been studied with reference to personal selling. This study focuses on adaptation of the sales process to strategically match it to the buyer’s mindset and buying process. The purpose of this study is to develop a framework for strategic adaptation of the seller’s sales process to match the buyer’s buying process in a business-to-business context to make sales processes more relationship oriented. In order to arrive at a holistic view of adaptation of the sales process during relationship initiation, both the seller and buyer are included in an extensive case analysed in the study. However, the selected perspective is primarily that of the seller, and the level focused on is that of the sales process. The epistemological perspective adopted is constructivism. The study is a qualitative one applying a retrospective case study, where the main sources of information are in-depth semi-structured interviews with key informants representing the counterparts at the seller and the buyer in the software development and telecommunications industries. The main theoretical contributions of this research involve targeting a new area in the crossroads of relationship marketing, sales and sales management, and buying and purchasing by studying adaptation in a business-to-business context from a new perspective. Primarily, this study contributes to research in sales and sales management with reference to relationship orientation and strategic sales process adaptation. This research fills three research gaps. Firstly, linking the relationship orientation mindset with adaptation as strategy. Secondly, extending adaptation in sales from adaptation in selling to strategic adaptation of the sales process. Thirdly, extending adaptation to include facilitation of adaptation. The approach applied in the study, systematic combining, is characterised by continuously moving back and forth between theory and empirical data. The framework that emerges, in which linking mindset with strategy with mindset and means forms a central aspect, includes three layers: purchasing portfolio, seller-buyer relationship orientation, and strategic sales process adaptation. Linking the three layers enables an analysis of where sales process adaptation can make a contribution. Furthermore, implications for managerial use are demonstrated, for example how sellers can avoid the ‘trap’ of ad-hoc adaptation. This includes involving the company, embracing the buyer’s purchasing portfolio, understanding the current position that the seller has in this portfolio, and possibly educating the buyer about advantages of adopting a relationship-oriented approach.

Additive Spanners and (alpha, beta)-Spanners

An (alpha, beta)-spanner of an unweighted graph G is a subgraph H that distorts distances in G up to a multiplicative factor of a and an additive term beta. It is well known that any graph contains a (multiplicative) (2k - 1, 0)-spanner of size O(n(1+1/k)) and an (additive) (1, 2)-spanner of size O(n(3/2)). However no other additive spanners are known to exist. In this article we develop a couple of new techniques for constructing (alpha, beta)-spanners. Our first result is an additive (1, 6)-spanner of size O(n(4/3)). The construction algorithm can be understood as an economical agent that assigns costs and values to paths in the graph, purchasing affordable paths and ignoring expensive ones, which are intuitively well approximated by paths already purchased. We show that this path buying algorithm can be parameterized in different ways to yield other sparseness-distortion tradeoffs. Our second result addresses the problem of which (alpha, beta)-spanners can be computed efficiently, ideally in linear time. We show that, for any k, a (k, k - 1)-spanner with size O(kn(1+1/k)) can be found in linear time, and, further, that in a distributed network the algorithm terminates in a constant number of rounds. Previous spanner constructions with similar performance had roughly twice the multiplicative distortion.

Consumerist Predators"? Emerging lifestyles between McDonaldization and sustainability perspectives: the case of highly qualified employees (HQEs) in India

In industrializing countries new groups of consumers with remarkable purchasing power are emerging. Representing a ?new middle class? they are seen as a carrier and promoter of a so-called ?western way of life? beyond the OECD countries. They are presented as having a consumerist predator lifestyle which stands in conflict with the requirements for a sustainable future. Furthermore, they are imputed a profound lack of a sense of responsibility towards society. However, such a ?civil society spirit? is a core prerequisite for coping with the challenge of changing existing lifestyles to insure a more sustainable future....

La influencia del factor dimensión en la pertenencia a centrales de compra por parte del pequeño comercio

[ES] Desde hace varios años, el pequeño comercio en España y en otros países europeos viene enfrentándose a un entorno de creciente concurrencia, con la irrupción de nuevas formas comerciales más integradas vertical u horizontalmente, y mejor preparadas para competir en precio y variedad. Ante este hecho, las centrales de compra se ofrecen como una alternativa tendente a acortar distancias en estas dos cuestiones, a la vez que buscan la prestación de ciertos servicios que ayuden al pequeño comerciante a gestionar más eficaz y eficientemente su negocio.

Los determinantes de la confianza del comprador online. Comparación con el caso de subasta

[ES] Los trabajos de investigación sobre comercio electrónico en Internet ocupan gran parte de la investigación de marketing, pero son pocos aún los que se han ocupado de estudiar el sistema de subasta. Ante las peculiares características de una compra online, transmitir confianza al consumidor en este contexto es uno de los retos más importantes y difíciles en comparación con la compra offline. No obstante, es de esperar que las señales generadoras de confianza sean diferentes en la compra online por subasta que en la compra online en otros sitios web.

El compromiso como variable mediadora para la predicción de las futuras intenciones de consumo en los servicios. Una aproximación empírica a los consumidores de artes escénicas en España

[ES] El presente trabajo de investigación trata de arrojar luz sobre las relaciones entre las variables Satisfacción, Compromiso, Confianza y Futuras Intenciones de compra. Con este fin, se propone un Modelo de Gestión de las Relaciones con Clientes de Servicios en el que se observa que la variable más importante en la consecución de resultados positivos en lo que respecta a intenciones de asistencia futura de los consumidores es el Compromiso.

Metrics of monograph use in the Marston Science Library

As academic libraries are increasingly supported by a matrix of databases functions, the use of data mining and visualization techniques offer significant potential for future collection development and service initiatives based on quantifiable data. While data collection techniques are still not standardized and results may be skewed because of granularity problems, faulty algorithms, and a host of other factors, useful baseline data is extractable and broad trends can be identified. The purpose of the current study is to provide an initial assessment of data associated with science monograph collection at the Marston Science Library (MSL), University of Florida. These sciences fall within the major Library of Congress Classification schedules of Q, S, and T, excluding R, TN, TR, and TT. Overall strategy of this project is to look at the potential science audiences within the university community and analyze data related to purchasing and circulation patterns, e-book usage, and interlibrary loan statistics. While a longitudinal study from 2004 to the present would be ideal, this paper presents the results from the academic year July 1, 2008 to June 30, 2009 which was chosen as the pilot period because all data reservoirs identified above were available.

Investment opportunities in fish seed technology

An examination is made of the requirements for the commercial propagation of carp and tilapia in Nigeria. It is concluded that the operation of a successful Fish Hatchery and fry production system will depend on the following factors: 1) Correct initial planning for intended production (both species and intended numbers); 2) Design of the appropriate facilities to enable required production; 3) Selection of top calibre, dedicated and experienced hatchery staff; and, 4) The ethical responsibility taken by the hatchery management to produce only the highest quality seed under the best possible conditions. Purchasing farmers are dependent on this

La influencia del uso de dispositivos móviles en la tienda en la experiencia de compra e intención de compra de los consumidores

Máster en Dirección Empresarial desde la Innovación y la Internacionalización. Curso 2013/2014

Marketing experiencial aplicado a los establecimientos comerciales: Shopping experience

El presente trabajo expone el marco en el que cabe el desarrollo de las decisiones de Marketing en el comercio detallista actualmente, considerando los cambios en el comportamiento y hábitos de compra del cliente, condicionados por los avances tecnológicos y la crisis económica, entre otros. Se analizan algunos de los diferentes factores que deben ser gestionados para la creación de experiencias, y donde el marketing sensorial será protagonista, así como la necesidad de orientar las políticas hacia un comprador que aun siendo sensible al precio, cada vez valora más el factor emocional. Se profundiza en la gestión de la experiencia de compra, y en los factores que han de tenerse en cuenta para realizarla de forma eficiente. Finalmente, se estudia un caso exitoso de marketing experiencial donde puede observarse el uso de las variables analizadas previamente.

Tendência temporal do índice de massa corporal em alistados do Brasil (1980-2005)

Apesar da crescente prevalência da obesidade em países desenvolvidos e em desenvolvimento, há pouca evidência da associação com fatores ambientais. Objetivos: Investigar a evolução temporal do IMC em jovens alistados do sexo masculino de 18 anos no Brasil entre 1980 e 2005; identificar pontos específicos de maior variância na série temporal e comparar pontos específicos no tempo, a evolução temporal do IMC com as mudanças socioeconômicas no Brasil. Métodos: O presente estudo explorou uma série temporal de 26 anos em homens brasileiros que se alistaram no período de 1980 a 2005. A amostra compreendeu cerca de 35-40% de todos os jovens brasileiros de 18 anos de idade. O peso corporal e a estatura foram obtidos no momento do exame médico durante o alistamento militar. Todas as mensurações antropométricas foram realizadas por pessoal especializado e treinado. As prevalências do sobrepeso e da obesidade foram calculadas com intervalos de confiança de 95%. Com a finalidade de testar a presença de heterocedasticidade na série do IMC, realizou-se o teste de Multiplicador de Lagrange (LM). Para os pontos no tempo, com oscilações acima da média do IMC, variáveis dummies foram testadas utilizando-se o modelo ARCH (Autoregressivo de Heterocedasticidade Condicionada), com um nível de significância de p <0,05. Para aqueles pontos no tempo com oscilações acima da média do IMC (anos de 1985, 1994 e 2000), variáveis dummy foram incluídos sob a hipótese foi de que a taxa de crescimento do IMC não fosse a mesma ao longo da série temporal. Para as possíveis explicações para os aumentos bruscos na curva do IMC, foram consideradas as alterações nos principais indicadores econômicos do Brasil (Instituto Brasileiro de Geografia e Estatística e Instituto de Pesquisa Econômica Aplicada). Os fatores econômicos analisados foram: taxa de inflação anual, produção de alimentos, pobreza (%), o consumo de refrigerantes e o rendimento médio anual. Resultados: A prevalência de sobrepeso também passou de 4,5%, em 1980, para 12,5%, em 2005, um aumento de 2,6 vezes, enquanto a prevalência de obesidade aumentou de 0,5%, em 1980, para 1,9%, em 2005, um aumento de quase 300%, mas por comparação internacional estão abaixo da média. Particularmente em 1985-6 e 1994-5, houve um aumento acentuado e significativo do IMC. Em 1985-6, a média do IMC aumentou de 21,4 kg/m2 para 21,5 kg/m2 e, em 1994-5, a média do IMC médio aumentou de 21,7 kg/m2 para 21,9 kg/m2. Nesses dois pontos (1985-1986 e 1994-1995) ocorreram logo após duas grandes mudanças políticas econômicas que aumentaram o poder de compra da população. Em 1985-6, as mudanças foram principalmente relacionadas a fatores econômicos, tais como: a redução do nível de desigualdade social; aumento da renda familiar; redução da pobreza; o controle da inflação; aumento do tempo assistindo televisão e aumento do consumo de alimentos. Em 1994-5, além das mudanças no poder de compra, houve uma modificação na atividade física obrigatória nas escolas. Conclusão: O presente estudo mostrou um aumento abrupto da obesidade na população de homens jovens no Brasil em duas ocasiões durante esta série temporal (anos de 1985-6 e 1994-5), quando uma possível redução no gasto calórico e aumento do consumo de alimentos da população foram observados.