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Article
Publication date: 9 October 2017

Montserrat Díaz-Méndez, Michael Saren and Evert Gummesson

From a service ecosystem perspective, the purpose of this paper is to examine students’ evaluation surveys as a tool used by most higher education (HE) institutions…

Abstract

Purpose

From a service ecosystem perspective, the purpose of this paper is to examine students’ evaluation surveys as a tool used by most higher education (HE) institutions worldwide to measure teaching quality with consequences for tenure and promotion.

Design/methodology/approach

This study is based on the service-dominant (S-D) logic and specifically on the service ecosystem approach. Through an in-depth literature review and analysis the authors explore the effect of student evaluation surveys on the value co-creation process, describe the role they play in the HE ecosystem and critically evaluate their efficacy. The research is based on empirical data from the literature and previous studies findings.

Findings

The literature review highlights the detrimental consequences of the use of students’ evaluation surveys for teachers and students and for the rest of actors of this service. The authors argue that institutions should embrace a service ecosystem perspective based on S-D logic. The authors highlight the role of institutions as moderators of the interactions between actors and, finally, the authors have introduced the concept of “service ecosystem pollution” which the authors define as the presence or introduction of disruptive elements in the service ecosystem adversely affecting the nature of value co-creation.

Practical implications

This study emphasizes the importance for HE institutions to embrace a service ecosystem approach so as to foster and preserve the value co-creation processes taking place within the interactions among the HE actors. Conclusions drawn from this paper suggest that HE institutions should focus on strategies such as investing in improving students’ and teachers’ operant resources rather than polluting the HE service ecosystem with the use of students’ evaluation surveys.

Originality/value

Hitherto there are no studies analyzing the tools HE institutions use to measure teaching quality from a service ecosystem perspective. The study is especially valuable due to the consequences and the use of these measures entails for teachers, students and society.

Details

The TQM Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 23 August 2019

Rafael Ventura, María José Quero and Montserrat Díaz-Méndez

The purpose of this paper is to analyze how institutions can facilitate or inhibit radical innovation. The authors argue that organizational radical innovation is…

Abstract

Purpose

The purpose of this paper is to analyze how institutions can facilitate or inhibit radical innovation. The authors argue that organizational radical innovation is necessary to maintain a competitive advantage and to evolve in the market place, and institutions are the basis of this innovation. From an innovation and service dominant (SD) logic perspective, network ties are proposed to be a determining factor for the achievement of innovation through institutionalization in the university knowledge management context.

Design/methodology/approach

A conceptual approach is applied to develop and propose a framework for deepening understanding of radical organizational innovation, institutions and network ties. Data were gathered from Link by UMA-ATech, which in the context of the University of Málaga (Spain) is with great success developing a strategy based on fostering innovation. In all, 22 in-depth interviews were conducted with actors in the Link context, together with additional important second-order data analyses (sector analyses, statistics and company websites). Because of the perceived desirability of innovation, public universities have established a model as a part of this strategy in order to foster and develop new businesses through technology transfer.

Findings

Changing institutional arrangements are the basis of innovation. Opening universities to the actors around them, with an interest in exchanging resources through the evolution of network ties toward a less bureaucratic and more collaborative and open university (tertius iungens) is the basis for reaching organizational radical innovation in the university context to develop the provider-driven radical innovation network structure via the “University Living Lab” theoretical model.

Research limitations/implications

A conceptual understanding is used in combination with an empirical approach, in which one case study and 22 organizations are considered in the context of Link-by-UMA ATech, at the University of Málaga. A range of different contexts from other universities would also be useful to add new perspectives to the development of the theory.

Practical implications

Although radical innovation is occasionally seen in systems and arises naturally in markets, it is interesting to consider the possibility of designing strategies that facilitate the process from the beginning of the design of the business model. In this sense, the present findings could help organizations in general and universities in particular, to devise strategies resulting in positive relationships that could facilitate the design of business model structures. These could in turn foster the development of new institutions resulting in new network ties, which could give rise to radical innovation through the attraction of new actors interested in exchanging service-for-service resources.

Originality/value

The present paper develops the provider-driven radical innovation network structure of the “University Living Lab” theoretical model, which encourages the university to make decisions to devise more open models based on a change of network ties, in turn based on the design of new institutional arrangements. These concepts have not previously been put together, and build on the theories of institutions and organizational radical innovation. This theoretical contribution is framed within the SD logic perspective and specifically in the 11th fundamental premise (FP 11/5th axiom) to better understand how innovation occurs in service ecosystems, allowing the provider the possibility of developing such processes through the design of institutional arrangements.

Details

Marketing Intelligence & Planning, vol. 38 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 21 November 2019

María José Quero Gervilla, Montserrat Díaz-Mendez and Evert Gummesson

The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem…

Abstract

Purpose

The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem. According to SD logic literature, the triad structure and the institutions that dominate the triads determine the evolution into ecosystem, remain as triad or die. “Balanced centricity” is considered a desirable institution that increases the possibility of transforming triads into ecosystems through marketing equilibrium.

Design/methodology/approach

The authors apply a conceptual approach to develop a framework for deepening understanding about triads’ structures from the institution’s perspective (balanced centricity). Qualitative case study research was conducted using different methods of data generation including personal interviews and netnography analysis in the arts sector. Three case studies were developed, one for each triad structure: Sothebýs, Patreon and Vibuk.

Findings

New business models start being a triad, and it is a strategic option to evolve into an ecosystem. In this sense, authors argue for considering balanced centricity as an institution that enables the ecosystems to arise. From this perspective, balanced centricity can be considered a strategy that helps to balance and reach positive relationships among actors, enabling the process to become a “balance triad structure”.

Research limitations/implications

The paper is a conceptual work that combines with an empirical approach. The empirical approach considers three success cases on the arts context. Considering other contexts as different from arts industry would be useful to add new perspectives to the theory development.

Originality/value

The present paper defines a new form of triad “balanced triad structure” (BTS) and identifies categories depending on the way balanced centricity institution is adopted, facilitating or inhibiting the future evolution into an ecosystem. Hitherto, previous papers have not put together these concepts that build on the triads and ecosystems theory to better understand triads management and facilitate the evolution of three-actor networks into ecosystems.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 3 August 2012

Montserrat Díaz‐Méndez and Evert Gummesson

The purpose of this paper is to investigate value co‐creation in assessing higher education (HE) teaching quality by acknowledging the influence of all interacting…

Abstract

Purpose

The purpose of this paper is to investigate value co‐creation in assessing higher education (HE) teaching quality by acknowledging the influence of all interacting parties: teachers, students and general university service. The paper questions the appropriateness of student satisfaction surveys for assessing lecturer performance.

Design/methodology/approach

By introducing co‐creation and interaction between several stakeholders the paper deals with a complex problem which is best addressed through multiple approaches. The paper uses a literature review of HE quality together with empirical case study research of one university based on data from documents, student surveys and interviews with lecturers. The data are interpreted in the light of the recent theory of service (S‐D) logic and many‐to‐many marketing.

Findings

The paper highlights the complexity of HE service and recommends that EHEA assumes a co‐creation perspective. Resources are provided by lecturers, students and university service which require an interactive approach through which the parties integrate these resources. The information asymmetry between lecturers and students invalidates student satisfaction surveys as an instrument to assess teaching quality. The complexity of HE teaching cannot be boiled down to a single number that forms the ground for comparison between lecturers.

Originality/value

The paper offers a more valid perspective on HE quality by applying the concepts of value co‐creation and resource integration. It shows that the current one‐sided student evaluation of teachers is inadequate.

Details

Journal of Service Management, vol. 23 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

Content available

Abstract

Details

Journal of Service Management, vol. 23 no. 4
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 18 November 2019

Evert Gummesson

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.

Abstract

Purpose

The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing.

Design/methodology/approach

This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case.

Findings

One should respect the difficulty of understanding the complex and dynamic world of marketing and not be fooled into premature generalizations and reverence to established theory.

Originality/value

The emphasis is on marketing as a revenue-generating activity through interaction in the network of complex relationships; the need for less ritualistic research methodology; and the orientation toward theory generation, decision-making, implementation and achievement of desired results.

Details

Journal of Historical Research in Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 1755-750X

Keywords

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