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Article

Anna Gerke, Herbert Woratschek and Geoff Dickson

There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit…

Abstract

Purpose

There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a business-to-business context. The purpose of this research is to understand (1) how value is co-created in a sport business-to-business context (i.e. sailing) and (2) how the prevailing value co-creation approaches explain value co-creation processes differently in a sport business-to-business context.

Design/methodology/approach

The research was contextualised within the Auckland sailing cluster. Primary data were collected via 27 interviews, as well as observations at events. Secondary data include 13 documents of organisational information and archival data. Data were analysed deductively and interpreted using two different theoretical lenses: service-dominant logic (SDL) and service logic (SL).

Findings

The value co-creation analysis of the sailing cluster permitted theorising about relationships in sport management at different levels of aggregation and abstraction. Every actor is embedded in a wider sport eco-system triggered by sport activities and always has a dual role as provider and beneficiary. Actors that are in control of specific sport activities are pivotal actors and provide a value network for others.

Research limitations/implications

This research suggests that SDL and SL approaches to value co-creation are complementary and that further research is necessary to integrate and operationalise these approaches.

Practical implications

It helps practitioners to better understand how value is co-created in sport business-to-business contexts.

Originality/value

This research shows the complementarity of two differing theoretical approaches to explain value co-creation in sport business-to-business settings.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

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Article

Julia A. Fehrer, Herbert Woratschek, Claas Christian Germelmann and Roderick J. Brodie

The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a…

Abstract

Purpose

The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network setting.

Design/methodology/approach

A 2×2 experimental design models the iterative nature of the engagement process based on repeated measures at three points in time, considering the contextual effects of connections with other customers and crowding-in effects based on monetary incentives.

Findings

This research demonstrates that in a utilitarian service setting, customer engagement does not emerge per se in the dyadic interaction between the customer and the brand. For high levels of engagement behavior to occur, incentives and ties to other network actors are essential. Further, the findings suggest a non-linear relationship between engagement behavior and its antecedents and consequences: engagement behavior must overcome a certain intensity threshold to unfold its effect.

Research limitations/implications

Further research is needed to explore the dynamic nature of the engagement process in experiential and interactive service settings, and more complex network settings that may involve more actors and more complex relationships.

Practical implications

By facilitating connections between customers and compensating for low intrinsic interest, managers can facilitate actual engagement behavior even in utilitarian service contexts. Once engagement behavior has been triggered, an increased engagement disposition, higher satisfaction, higher involvement and higher loyalty follow.

Originality/value

This study empirically tests the dynamic nature of the engagement process within and beyond the dyad, and has revealed a non-linear pattern of customer engagement behavior within its nomological network.

Details

Journal of Service Management, vol. 29 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

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Article

Julia A. Fehrer, Herbert Woratschek and Roderick J. Brodie

The purpose of this paper is to introduce a new business model logic, highlighting value processes in and properties of platform business models to inform business model…

Abstract

Purpose

The purpose of this paper is to introduce a new business model logic, highlighting value processes in and properties of platform business models to inform business model thinking from a systemic and dynamic perspective. It challenges the idea of firms managing, influencing and controlling entire activity systems.

Design/methodology/approach

The study traces the evolution of different approaches to business models and assesses theories that explain value cocreation and systemic value capture to develop a new business model logic.

Findings

Business model thinking has evolved away from Porter’s value chain to a new logic based on open networks and platforms. This study develops a framework for understanding platform business models from a systemic perspective. Derived from service-dominant logic, this new business model logic responds to phenomena in contemporary business environments characterized by increasing connectivity and sociality among actors.

Research limitations/implications

The framework, developed from an extensive body of business model literature, has yet to be subjected to empirical investigation. Future research may involve the exploration of business model design processes and business model innovation from a systemic perspective.

Practical implications

Managers who aim to design their business models based on the logic of platform businesses require an understanding of their organization’s collaboration potential, technological interfaces and potential to leverage network relationships. This research guides start-ups and incumbents to evaluate their platform potential.

Originality/value

This study systematically emancipates the business model logic from a firm-centered, inside-out perspective, focuses on network relationships beyond the customer–firm dyad, explains value processes beyond organizational borders and rethinks value capture from a systemic perspective.

Details

Journal of Service Management, vol. 29 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

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Article

Tim Ströbel, Christopher Maier and Herbert Woratschek

Turnover of employees is a key challenge for companies. The same is true for sports clubs that must set appropriate incentives to decrease their athletes’ turnover…

Abstract

Purpose

Turnover of employees is a key challenge for companies. The same is true for sports clubs that must set appropriate incentives to decrease their athletes’ turnover intention. As salary caps and team budgets restrict monetary incentives, the purpose of this paper is to investigate the effect of organizational support on turnover intention of professional team sports athletes.

Design/methodology/approach

The paper applies a combined approach of qualitative and quantitative research and considers the specific requirements of European professional team sports. First, a qualitative study investigates organizational support in team sports and identifies relevant non-monetary incentives. Second, a quantitative study tests the effects of the identified organizational support incentives on turnover intention using a unique data set of professional team sports athletes. Third, a moderation analysis measures possible effects of age.

Findings

Through the qualitative study, three relevant non-monetary incentives could be identified in the context of professional team sports: integration of family (IOF), second career support, and private problem support. The subsequent quantitative study of football, ice hockey and handball athletes assesses the effectiveness of the identified incentives. All three incentives negatively influence athletes’ turnover intention, while IOF has a substantially stronger negative effect on turnover intention for younger athletes.

Originality/value

The findings indicate the importance of organizational support to decrease athletes’ turnover intention. Although money is relevant, sports clubs also need to address non-monetary incentives to decrease their athletes’ turnover intention.

Details

Sport, Business and Management: An International Journal, vol. 8 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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Article

Michael Stadtelmann, Herbert Woratschek and Christina Diederich

This study aims to deal with actor engagement practices and identifies different roles in actor engagement (AE), using the service-dominant logic (S-D logic) literature…

Abstract

Purpose

This study aims to deal with actor engagement practices and identifies different roles in actor engagement (AE), using the service-dominant logic (S-D logic) literature and the pivotal concept of value co-creation within the frame of engagement platforms.

Design/methodology/approach

The context of this research is an online health community, provided by a pharmaceutical firm, which moderates the interaction between its members. The authors use a grounded theory approach with the methodology of netnography. These research are based on the approaches of ethnography and is a suitable qualitative method for analyzing human behavior in certain situations.

Findings

The results indicate that customers and/or actors operate as resource integrators in the perspective of S-D logic. Independent social and economic actors adopt both the roles of service providers and service beneficiaries in a reciprocal manner. Value co-creation in online communities based on practices, which actually define the respective role. Three main engagement practices are identified: information-, advising- and empathy-practices.

Research limitations/implications

The findings point to the importance of the dynamic and interactive concept of actor engagement and present a clearer understanding of customer, who act both in provider- and beneficiary-roles. However, it becomes evident that a customer orientation should address the actor playing a beneficiary-role, who uses (or selects) the value proposition, and not actors who play the role of financial resources provider.

Originality/value

In recent years, the construct of AE, and, in particular, customer engagement have been established both in theory and in practice. However, there are few empirical research publications so far, that try to explain engagement practices in online communities, especially in the healthcare sector.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 13 no. 4
Type: Research Article
ISSN: 1750-6123

Keywords

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Article

Bastian Popp, Claas Christian Germelmann and Benjamin Jung

Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social…

Abstract

Purpose

Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question.

Design/methodology/approach

The authors conducted a netnographic study of Facebook-based anti-brand communities that oppose a professional football team.

Findings

The netnographic study reveals characteristics and drivers of Facebook-based anti-brand communities that oppose a professional football team. The research further identifies co-destructive behaviours of anti-brand community members that harm the sports team brand and even its sponsors. However, the findings also reveal that anti-brand communities may play a positive role in sport, as they strengthen the relationship between fans of the opposed brand and this brand and foster rivalry among football fans.

Practical implications

This research establishes the relevance of social media-based anti-brand communities for sports brands. Recommendations are made for team sport brands with regards to how to deal with the phenomenon of anti-brand communities.

Originality/value

While the previous research on anti-brand activism focused on either offline movements or movements using traditional websites, this research is the first to investigate the pivotal role of social networking sites for anti-brand activism. The paper further uncovers unique motivational, attitudinal, and behavioral patterns of fans that meet in communities opposing not only the rival team, but also the brand associated with the team. Findings show ways to better understand and deal with such anti-brand communities in sports.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Abstract

Details

Journal of Service Management, vol. 29 no. 4
Type: Research Article
ISSN: 1757-5818

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