Change search
Link to record
Permanent link

Direct link
Servadio, Luigi
Publications (10 of 14) Show all publications
Servadio, L. & Ostberg, J. (2023). The role of the state in consumer culture: the case of “Operation Vin” in Sweden. Journal of Historical Research in Marketing
Open this publication in new window or tab >>The role of the state in consumer culture: the case of “Operation Vin” in Sweden
2023 (English)In: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose: This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture. Design/methodology/approach: The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives. Findings: The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field. Social implications: The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy. Originality/value: This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2023
Keywords
Alcohol consumption, Consumer culture, Social skills, State intervention, Strategic action field
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-63039 (URN)10.1108/JHRM-05-2023-0018 (DOI)2-s2.0-85178068480 (Scopus ID)HOA;;920244 (Local ID)HOA;;920244 (Archive number)HOA;;920244 (OAI)
Available from: 2023-12-12 Created: 2023-12-12 Last updated: 2023-12-12
Servadio, L. & Östberg, J. (2020). ‘Operation Vin’: Uncorking the Swedish Wine Market. In: Jennifer Argo, Tina M. Lowrey, & Hope Jensen Schau (Ed.), Advances in Consumer Research, Volume 48: . Paper presented at Association for Consumer Research Conference 2020, October 1-4, 2020, Paris, France (pp. 680-680). Duluth, MN: Association for Consumer Research
Open this publication in new window or tab >>‘Operation Vin’: Uncorking the Swedish Wine Market
2020 (English)In: Advances in Consumer Research, Volume 48 / [ed] Jennifer Argo, Tina M. Lowrey, & Hope Jensen Schau, Duluth, MN: Association for Consumer Research, 2020, p. 680-680Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Duluth, MN: Association for Consumer Research, 2020
Series
Advances in Consumer Research, E-ISSN 0098-9258 ; 48
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-51448 (URN)
Conference
Association for Consumer Research Conference 2020, October 1-4, 2020, Paris, France
Available from: 2021-01-12 Created: 2021-01-12 Last updated: 2021-09-18Bibliographically approved
Servadio, L. (2018). Customer Rituals: Ethnographic explorations of wine rituals with families and friends. (Doctoral dissertation). Stockholm: Stockholm Business School, Stockholm University
Open this publication in new window or tab >>Customer Rituals: Ethnographic explorations of wine rituals with families and friends
2018 (English)Doctoral thesis, monograph (Other academic)
Abstract [en]

Marketers are increasingly adopting rituals as a powerful technique to spur product engagement and enhance customer value creation. From a customer perspective, rituals and value creation may entail broader purposes and meanings that go beyond the company’s intentions. Service research has extensively studied everyday value creation as emerging in the interaction between companies and customers. Increasingly, service scholars are nuancing understanding toward a more focussed perspective of value creation, which primarily is dominated by customers. By expanding on this bourgeoning literature, the present thesis provides an alternative view suggesting that customer value creation in certain instances can be better understood through the lens of rituals. Rituals are customer-centric processes of value creation orchestrated by customers within their realm, with little or no control from companies. Rituals are sacred moments in customers’ lives separated from the everyday, in which value creation appears to be not only a mundane action, but broadly these actions are loaded with extraordinary experiences. Rituals are cocreated by broader customer ecosystems, including not only customers and their contexts, but also other subjects and contexts, collectively determining value. The purpose of this thesis is to provide a framework to explore the relationship between rituals and value creation from a customer’s point of view by taking a customer-dominant stance on service as a starting point and leveraging insights from a theoretical ritual construct to provide a fuller understanding of how customers create and determine value. 

The field of wine is chosen as a fertile empirical context in which to research rituals due to its rich ritualistic connotations. The research adopts ethnography as method of investigation and exploits reflexivity as a strategic asset to elicit and interpret data. Data was collected during a period of 2 years in two sites (Sweden and Italy) to moderate research biases and to broaden the empirical setting. Various techniques, including participant observation and interviews, were chosen in order to obtain detailed descriptions of how families and friends ritualized their value creation through drinking wine. 

The thesis provides a customer rituals framework, its main contribution. In adopting this framework, the study illustrates in two ethnographic episodes how wines (i.e. distribution mechanism of service provision) become embedded in customers’ lives through rituals. Particularly, value creation in rituals emerges as an ongoing, multilayered process (script-based) exerted by customers meant to feed their needing for rituals. Furthermore, ritualizing customers gather in communitas,that is an extended, temporary customer ecosystem, wherein value is intersubjectively and dynamically determined by multiple subjects and contexts. Service providers may benefit from this study by using the framework to better facilitate customer value creation in rituals and to gain interesting insights on product and service innovation.

Place, publisher, year, edition, pages
Stockholm: Stockholm Business School, Stockholm University, 2018. p. 262
Keywords
customer, rituals, value creation, ethnography
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:hj:diva-41638 (URN)978-91-7797-209-9 (ISBN)978-91-7797-210-5 (ISBN)
Public defence
2018-06-07, Gröjersalen, hus 3, Kräftriket, 13:00 (English)
Opponent
Supervisors
Available from: 2018-09-27 Created: 2018-09-27 Last updated: 2018-09-27Bibliographically approved
Servadio, L. (2017). Ritual of cocreation. In: : . Paper presented at “Wine and food conference”, June 5, Cá Foscari University, Venice, Italy.
Open this publication in new window or tab >>Ritual of cocreation
2017 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41740 (URN)
Conference
“Wine and food conference”, June 5, Cá Foscari University, Venice, Italy
Available from: 2018-10-02 Created: 2018-10-02 Last updated: 2018-10-02Bibliographically approved
Servadio, L. (2016). Value in cultural context. In: : . Paper presented at MITSC conference, March 14 – 16, Göteborg, Sweden.
Open this publication in new window or tab >>Value in cultural context
2016 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41739 (URN)
Conference
MITSC conference, March 14 – 16, Göteborg, Sweden
Available from: 2018-10-02 Created: 2018-10-02 Last updated: 2018-10-02Bibliographically approved
Servadio, L. (2015). A cultural perspective of the value creating practices. In: : . Paper presented at MIT conference, March, 25 – 27, Linköping, Sweden.
Open this publication in new window or tab >>A cultural perspective of the value creating practices
2015 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41738 (URN)
Conference
MIT conference, March, 25 – 27, Linköping, Sweden
Available from: 2018-10-02 Created: 2018-10-02 Last updated: 2018-10-02Bibliographically approved
Servadio, L. (2015). Value cocreation in cultural context. In: : . Paper presented at "The Naples forum on service”, June 9 – 12, Naples, Italy.
Open this publication in new window or tab >>Value cocreation in cultural context
2015 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41737 (URN)
Conference
"The Naples forum on service”, June 9 – 12, Naples, Italy
Available from: 2018-10-02 Created: 2018-10-02 Last updated: 2018-10-02Bibliographically approved
Servadio, L. (2013). Models of innovation and contextual complexity: a conceptual contingency model. In: : . Paper presented at “The Naples forum on Service”, June 18-21, Ischia – Italy.
Open this publication in new window or tab >>Models of innovation and contextual complexity: a conceptual contingency model
2013 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41733 (URN)
Conference
“The Naples forum on Service”, June 18-21, Ischia – Italy
Available from: 2018-10-02 Created: 2018-10-02 Last updated: 2018-10-02Bibliographically approved
Servadio, L. (2013). SMEs and the dynamic factors enabling competitiveness in electronic marketplaces. In: : . Paper presented at MIT conference, October 2 – 4, Uppsala, Sweden.
Open this publication in new window or tab >>SMEs and the dynamic factors enabling competitiveness in electronic marketplaces
2013 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41735 (URN)
Conference
MIT conference, October 2 – 4, Uppsala, Sweden
Available from: 2018-10-02 Created: 2018-10-02 Last updated: 2018-10-02Bibliographically approved
Nordin, F., Ravald, A. & Servadio, L. (2013). The Complexity of Value-Creating Networks: Multiplicity, Heterogeneity, and Contingency. In: Evert Gummesson, Cristina Mele, Francesco Polese (Ed.), Service Dominant Logic, Network and Systems Theory and Service Science: Integrating Three Perspectives for a New Service Agenda. Paper presented at The 2013 Naples Forum on Service, Naples, Italy, 18 - 21 June, 2013. Napoli: Giannini Editore
Open this publication in new window or tab >>The Complexity of Value-Creating Networks: Multiplicity, Heterogeneity, and Contingency
2013 (English)In: Service Dominant Logic, Network and Systems Theory and Service Science: Integrating Three Perspectives for a New Service Agenda / [ed] Evert Gummesson, Cristina Mele, Francesco Polese, Napoli: Giannini Editore , 2013Conference paper, Published paper (Other academic)
Abstract [en]

Purpose: The purpose of this paper is to provide a conceptual analysis of the literature on different kinds of value-creating networks; to provide a new conceptual framework of value-creating networks given their inherent nature of complexity in terms of multiplicity, and heterogeneity.

Design/methodology/approach: The paper takes a critical review of the relevant literature, 29 contributions being identified in a search of three major databases and a range of other published work for the broader perspective, illustrated by real-world examples from ten case studies.

Findings: Central dimensions of different kinds of value-creating networks are identified and a model incorporating their contingencies in the form of technology, market, and firm contextual factors is delineated.

Research limitations/implications: The theoretically and empirically grounded conceptualization of linkages between contextual factors and the constitution of different categories of value-creating networks is based on a limited number of articles and cases. However, it can serve as a starting point for the development of a formal contingency model of value-creating networks.

Originality/value: This structured and critical review contributes to the literature on value-creating networks, by developing a contingency model as a basis for future studies and current management strategy. The paper provides a novel theoretically and empirically grounded conceptualization of complexities and contingencies of different categories of value-creating networks, and as such contributes to our understanding of the dynamics of value-creating networks. The concept of network logic is introduced into the research discourse regarding value-creating networks.

Place, publisher, year, edition, pages
Napoli: Giannini Editore, 2013
Keywords
Network, service, system, ecosystem, value constellation, contingency, technology
National Category
Business Administration
Identifiers
urn:nbn:se:hj:diva-41639 (URN)978-88-7431-684-7 (ISBN)
Conference
The 2013 Naples Forum on Service, Naples, Italy, 18 - 21 June, 2013
Available from: 2018-09-27 Created: 2018-09-27 Last updated: 2018-09-27Bibliographically approved
Organisations

Search in DiVA

Show all publications