Ten years ago, my friend Martin and I were in the midst of finalizing our master’s thesis (yes, in Sweden we write them in pairs!) on the topic “the electronic customer relationship”. In hindsight, a better term would probably have been “the digital customer relationship”. Anyhow, we realized that digitalization is transforming business, and hence…
What’s CSR got to do with marketing
In a CSR – corporate social responsibility – conference in Kellogg School of Management at Northwestern University I present myself, and my fellow researcher says: “and so what are you doing in the CSR conference then?” Rightly so, since the born of marketing and despite the different trends and movements, marketing has been considered generally…
Design and Business
Design and business, which seem to be completely different from each other, turn out to be firmly related. As a person coming from business background, the Master degree in Business Design Management completely changed my mindset and value toward business and design. Before taking the program, I even thought that they would teach us…
Research communication, why bother?
Marketing scholars hold an interesting position: They often know well ahead before practioners which are the trends and concepts that will conquer the field of marketing in the coming years, and which terms will turn to buzzwords that business consultants will write books and preach about, in their seminars. What scholars often do…
Botanists and poets
“The botanist looking at a daffodil has no reason to dispute the right of the poet to look at the same object in a very different manner. There are many ways of playing. The point is not that one denies other people’s games but that one is clear about the rules of one’s own.” Those…
Service strategy in action: How to grow a profitable service and solution business
In our new book, Service Strategy in Action (S2iA), Professor Wolfgang Ulaga, AT&T Professor of Services Leadership and Co-Executive Director at the Center for Services Leadership at Arizona State University, and I show how to shift from a goods-centric business model to a service-savvy one. For over a decade, we have accompanied numerous firms on…
The evolving brand
I recently took a PhD-level course about the evolution of marketing theory. While learning about the origins of marketing as a concept, I also started to reflect upon my own thesis topic – branding – through a historical lens. While marketing and branding might typically be considered modern practices in society, they actually have roots…
The era of paradoxes
It’s a paradox. The technology that was meant to unite us, is actually separating us. The events during the last years – Brexit, Trump’s victory, the advancement of populism and polarisation across the world – are examples of phenomena that have at least partially been accelerated by technological developments, social platforms, and the exponential increase…
Did you know about Nordic Workshop on Relationship Dynamics – NoRD?
Have you thought about why relationships don’t last forever? Or, why some relationships don’t end even if they probably should? And, how come that it is so difficult to end or break free from many relationships? Relationships in general, and in particular how they come about and end, are indeed fascinating. They are challenging not…
Service innovation is not just creating new products or service – it is improved value cocreation with customers
How can novel value cocreation be enhanced in service innovations, and what are the different archetypes of service innovation? Our Journal of Service Research article presents the value-centric approach of service innovation, and how it combines the current archetypes of service innovation that are presented in literature (Open gold access). Service innovation is a key…