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  • 1.
    Nordin, Fredrik
    et al.
    Stockholms universitet, Företagsekonomiska institutionen.
    Ravald, Annika
    Servadio, Luigi
    Stockholms universitet, Företagsekonomiska institutionen.
    The Complexity of Value-Creating Networks: Multiplicity, Heterogeneity, and Contingency2013Ingår i: 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 , 2013Konferensbidrag (Övrigt vetenskapligt)
    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.

    Ladda ner fulltext (pdf)
    FULLTEXT01
  • 2.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    A cultural perspective of the value creating practices2015Konferensbidrag (Övrigt vetenskapligt)
  • 3.
    Servadio, Luigi
    Stockholms universitet, Företagsekonomiska institutionen.
    Customer Rituals: Ethnographic explorations of wine rituals with families and friends2018Doktorsavhandling, monografi (Övrigt vetenskapligt)
    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.

    Ladda ner fulltext (pdf)
    FULLTEXT01
  • 4.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    Models of innovation and contextual complexity: a conceptual contingency model2013Konferensbidrag (Övrigt vetenskapligt)
  • 5.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    Ritual of cocreation2017Konferensbidrag (Övrigt vetenskapligt)
  • 6.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    SMEs and the dynamic factors enabling competitiveness in electronic marketplaces2013Konferensbidrag (Övrigt vetenskapligt)
  • 7.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    Value cocreation in cultural context2015Konferensbidrag (Övrigt vetenskapligt)
  • 8.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    Value cocreation in open innovation systems2013Konferensbidrag (Övrigt vetenskapligt)
  • 9.
    Servadio, Luigi
    Stockholms universitet, Företagsekonomiska institutionen.
    Value creation innovation2013Konferensbidrag (Övrigt vetenskapligt)
  • 10.
    Servadio, Luigi
    Stockholms universitet, Marknadsföring.
    Value in cultural context2016Konferensbidrag (Övrigt vetenskapligt)
  • 11.
    Servadio, Luigi
    et al.
    Stockholms universitet, Marknadsföring.
    Brozovic, Danilo
    Stockholms universitet, Marknadsföring.
    Nordin, Fredrik
    Stockholms universitet, Marknadsföring.
    Overcoming the Chasm: The Smart Machines Teaching Case Study2012Konferensbidrag (Refereegranskat)
  • 12.
    Servadio, Luigi
    et al.
    Stockholms universitet, Marknadsföring.
    Nordin, Fredrik
    Stockholms universitet, Marknadsföring.
    Critical issues during servitization: an in-depth case study2012Konferensbidrag (Refereegranskat)
    Abstract [en]

    Purpose: the study develops a conceptual framework focusing on critical issues during the servitization of manufacturing, drawn from three research streams (namely organizational, procedural, relational) and illustrates how the critical aspects affect each other through an in-depth observation of the phenomenon.

    Design/methodology/approach: based on a literature review, the study develops a conceptual framework of six propositions corresponding to central critical aspects when manufacturing firms expand their offering with new services. The conceptual framework is examined empirically by a single case study at ABB Robotics focusing on the development of a Remote Service Assistance.

    Findings: the conceptual framework and the propositions find wide support from the empirical ground. However, the in-depth study reveals several contextual factors (exogenous as well as endogenous) that act as moderators and deviators in a hypothetical linear process toward servitization.

    Research implications: the research provides an original conceptual framework and six propositions that contribute to the literature on servitization. Furthermore, the interdisciplinary character of the study contributes to the interplay of the different research communities.

    Practical implications: the conceptual framework and the propositions provide guidance of the servitization in practice, including several criticalities especially in terms of operational management.

    Originality/value: the study provides an original holistic picture of servitization that leads to deeper understanding of servitization in theory and practice. 

    Ladda ner (pdf)
    ATTACHMENT01
  • 13.
    Servadio, Luigi
    et al.
    Jönköping University, Internationella Handelshögskolan, IHH, Företagsekonomi. Jönköping University, Internationella Handelshögskolan, IHH, Centre for Family Entrepreneurship and Ownership (CeFEO).
    Ostberg, J.
    Stockholm University, Stockholm, Sweden.
    The role of the state in consumer culture: the case of “Operation Vin” in Sweden2023Ingår i: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518Artikel i tidskrift (Refereegranskat)
    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.

  • 14.
    Servadio, Luigi
    et al.
    Jönköping University, Internationella Handelshögskolan, IHH, Företagsekonomi. Jönköping University, Internationella Handelshögskolan, IHH, Centre for Family Entrepreneurship and Ownership (CeFEO).
    Östberg, Jacob
    Stockholm University, Sweden.
    ‘Operation Vin’: Uncorking the Swedish Wine Market2020Ingår i: Advances in Consumer Research, Volume 48 / [ed] Jennifer Argo, Tina M. Lowrey, & Hope Jensen Schau, Duluth, MN: Association for Consumer Research, 2020, s. 680-680Konferensbidrag (Refereegranskat)
    Ladda ner fulltext (pdf)
    Abstract
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