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Article
Publication date: 14 November 2018

Johanna Still, Hanna Komulainen and Satu Nätti

This study provides us with new knowledge in the form of conceptual framework of the contextual layers of service experience within professional business services. This study aims…

Abstract

Purpose

This study provides us with new knowledge in the form of conceptual framework of the contextual layers of service experience within professional business services. This study aims to answer the following questions: What kinds of contextual layers can be identified influencing service experience? How specific characteristics of professional service context may influence customer experience at these different layers?

Design/methodology/approach

The framework is based on extensive literature review considering research in the fields of service and relationship perspectives, likewise professional services.

Findings

The framework is based on extensive literature review in the fields of service and relationship perspectives, likewise professional services.

Originality/value

Only a limited number of studies seem to address the highly topical context of professional/knowledge-intensive business services and relationships. The authors tie the discussion concerning different contextual layers of service experience to this specific operating context with the aim of identifying their importance and influence in service experience. Related to this context, this study highlights the importance of understanding role of individuals in service experience, rarely emphasized in B2B dyadic setting. The framework also contributes to current discussion regarding service experience and “zooms in” to the context and its detailed levels.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 5 April 2022

Abdollah Mohammadparast Tabas, Satu Nätti and Hanna Komulainen

This study aims to define orchestrator roles and related orchestration capabilities in the entrepreneurial ecosystem (EE) to understand how companies (especially small and…

Abstract

Purpose

This study aims to define orchestrator roles and related orchestration capabilities in the entrepreneurial ecosystem (EE) to understand how companies (especially small and medium-sized enterprises and startups) could benefit from the surrounding ecosystem to develop their business.

Design/methodology/approach

A qualitative case study of the regional ecosystem built around health technology is researched to get an in-depth understanding of the orchestration roles taken by actors in the ecosystem and, likewise, related bundles of orchestrator role-specific capabilities.

Findings

Altogether, eight roles and related orchestration capabilities are defined. First, “opinion leaders,” “business facilitators” and “regulation informants” provide resources for participants. Second, “relationship promoters,” “coordinators” and “commanders” create prerequisites for collaboration. Finally, “integrators” and “complementors” help to create concrete offerings. The roles taken can be simultaneous, and they are in constant change as positions and resources of actors change.

Research limitations/implications

Theoretically, this study contributes to the existing EE and orchestration capability research by studying orchestrator roles and related capabilities in the context of an entrepreneurial health tech ecosystem, a phenomenon that has not received sufficient research attention yet.

Practical implications

Managers will be able to use the lessons learned from this study in understanding, using and developing their capabilities, positions and activities in the network. For policymakers, understanding EE reality and dynamics is useful when developing policies for regional growth, likewise in constructing and developing industrial ecosystems to support entrepreneurship in the region.

Originality/value

The study provides novel in-depth knowledge of orchestration in regional, EEs. It complements the currently dominating conceptual research and brings a micro-level perspective that has mostly been lacking in EE studies.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 5 December 2022

Hanna Komulainen, Satu Nätti, Saila Saraniemi and Pauliina Ulkuniemi

Recent literature within public service logic has called for more explicit conceptualisation of customer value in public services. This study aims to fill this gap by examining…

1702

Abstract

Purpose

Recent literature within public service logic has called for more explicit conceptualisation of customer value in public services. This study aims to fill this gap by examining how the customer value approach can be applied in the management of public health care services.

Design/methodology/approach

This study is a qualitative case study of management of public health care services in Finland. The authors interviewed 17 regional health care service developers and analyzed the interview data using thematic analysis.

Findings

The study suggests five propositions for applying customer value approach from the marketing literature in public health care service management. The study enables a deeper understanding of customer value creation in this context and improvement of public health care services.

Originality/value

This study contributes to the public management research in general and public service logic research in particular by suggesting what constitutes customer value in public health care services.

Details

International Journal of Public Sector Management, vol. 36 no. 1
Type: Research Article
ISSN: 0951-3558

Keywords

Open Access
Article
Publication date: 25 January 2023

Elina Lassila, Eija-Liisa Heikka and Satu Nätti

The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B…

1770

Abstract

Purpose

The purpose of this study is to examine the role of interaction in supporting value co-creation during pre-purchase customer journey stages when selling professional B-to-B services. First, value co-creation in professional service firms (PSFs) is reviewed, and, second, the role of interaction in the different stages of a customer’s pre-purchase journey is explored, specifically in the context of B-to-B human resource management services.

Design/methodology/approach

Qualitative, semi-structured interview data was collected from potential B2B customers of a PSF in question, providing a broad coverage of prospective clients in architecture, engineering and IT sector.

Findings

In general, the findings of this study indicate that interaction plays a crucial role in pre-purchasing stages of a customer journey. In particular, these findings form understanding of how various interaction channels and content support PSF’s ability to co-create value with its prospects.

Originality/value

The existing research tends to concentrate on how value is created for existing customers, and far less attention has been paid to the perspective of prospects. This study contributes theoretically by providing novel insights into the current literature on value co-creation in PSFs by providing an understanding of how interactions in pre-purchase phases affect the co-creation of value from the perspective of prospects, which is a less researched viewpoint. Empirically, this study offers managers much-needed, context-specific knowledge of PSFs by comparing differences and pulling together similarities from each customer journey stage of PSF prospects.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 24 October 2018

Eija-Liisa Heikka and Satu Nätti

The purpose of this paper is to explore what value dimensions and related value components are highlighted in the value proposition of knowledge-intensive business services…

1085

Abstract

Purpose

The purpose of this paper is to explore what value dimensions and related value components are highlighted in the value proposition of knowledge-intensive business services (KIBS), both at the relationship and project levels, how value propositions can differ between new and established customer relationships, and finally what is characteristic to the evolution of value proposition in the KIBS context.

Design/methodology/approach

This study uses a comparative, qualitative multiple case study method.

Findings

The aim is to offer a comprehensive picture of the variety of value components in KIBS relationships, likewise, how the nature and composition of value proposition changes as a relationship evolves from conducting a single project toward a more established customer relationship. Individual experts seem to possess a crucial role in that development.

Originality/value

This study contributes theoretically by providing insights into the current literature on core dimensions and components of value propositions in this specific context, and differences there can be between new and established customer relationships. The study also offers much-needed, context-specific knowledge of knowledge-intensive services for managers. Empirically, these findings reflect the perspectives of both the service provider and four of its customers, ensuring a multi-sided description of the phenomenon.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 6 June 2016

Anssi Jussila, Tuija Mainela and Satu Nätti

The purpose of this paper is to examine the formation of strategic networks between second-tier actors in the context of a construction megaproject. The research question…

Abstract

Purpose

The purpose of this paper is to examine the formation of strategic networks between second-tier actors in the context of a construction megaproject. The research question addressed is: How do second-tier strategic networks form in high uncertainty projects?

Design/methodology/approach

This is a qualitative single-case study, which examines strategic network formation in the context of a nuclear power plant construction project. Focused interviews with parties involved or having an interest in the megaproject were used as the primary data collection method.

Findings

The conditions for network formation in a megaproject context are specified with a focus on the determinants of uncertainty. A total of six second-tier network types with different formation conditions and potential roles in the project are characterized.

Research limitations/implications

Analyzing the prerequisites of strategic network formation and examining the characteristics of various networks (that are either planned, taking shape or existing between the companies) in this specific context creates a basis for further study of network formation over network levels.

Practical implications

The formation of strategic networks is critical for many actors in the construction and related industries who are willing to participate in large projects. With the help of our findings, managers are able to define opportunities to orchestrate early phase network formation processes in uncertain circumstances, such as megaprojects.

Originality/value

The contribution of this paper lies in the close examination of strategic network formation from the second-tier actor perspective under circumstances of high uncertainty related to the early phases of megaprojects. Likewise, the illustration of different types of evolving nets in different phases of uncertain projects offers a contribution to the present discussion on strategic nets.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 7 November 2019

Sauli Sohlo and Satu Nätti

Business schools turn to prestigious international accrediting bodies (AACSB, EQUIS and AMBA) in their quest for legitimacy, improved status and reputation. What pains and gains…

Abstract

Purpose

Business schools turn to prestigious international accrediting bodies (AACSB, EQUIS and AMBA) in their quest for legitimacy, improved status and reputation. What pains and gains are involved when pursuing these credentials? What are the facilitative and friction forces, supporting or inhibiting development in the different levels of the organization? The paper aims to discuss these issues.

Design/methodology/approach

This qualitative single case study provides an extant literature review on business accreditations and their effect on business school development. Through examining the business school organization from four angles, “levels of change,” the accreditation process related events in a Nordic business school during 2009–2017 are analyzed.

Findings

Regardless of the typical path-dependency of academic organizations, an accreditation process significantly affects the business school development in all four levels of the organization – dominant logic, culture, structures and systems – through changing the everyday activities. Individual actors become more aware of the underlying values, beliefs and assumptions behind their own behavior as well as that of the overall organization. Deeply rooted understanding of “academic freedom” is challenged. New relationships and working culture are created across sub-units and individuals. Introducing faculty qualifications criteria may lead to department mergers. Accreditation data systems bring transparency into academic work, increasing the consciousness and result orientation among individuals.

Originality/value

This study contributes to the limited theoretical understanding of the development a professional organization through accreditation, adds to the understanding of practical consequences on the level of an individual organization, as well as offers managerial suggestions for business school leaders.

Details

Journal of Economic and Administrative Sciences, vol. 36 no. 1
Type: Research Article
ISSN: 1026-4116

Keywords

Article
Publication date: 29 July 2014

Satu Nätti, Suvi Rahkolin and Saila Saraniemi

A deliberate and planned crisis communication strategy is an important part of key account management. The purpose of this paper is to draw links between key account managers…

8910

Abstract

Purpose

A deliberate and planned crisis communication strategy is an important part of key account management. The purpose of this paper is to draw links between key account managers (KAM) and crisis communication and explore the elements critical to crisis communication in key account relationships.

Design/methodology/approach

The approach is qualitative. Data were gathered from people experienced in crisis communication and responsible for strategic accounts. The paper analysed managers’ stories of crisis processes and related communication in relationships.

Findings

Successful crisis communication requires an open and active crisis communicator, one willing to solve problems, and also the company being a partner worth trusting and the retention of the relationship being worthwhile for the customer.

Research limitations/implications

The present study focuses on the managerial view, and therefore a dyadic approach is suggested for future studies.

Practical implications

The role of the KAM as a crisis communicator and primary identifier of the crisis is emphasized.

Originality/value

Existing crisis communication discussions have been very media focused. This study focuses on the key account relationship and the related crisis communication. In addition, although earlier studies examine the influences of crises on business relationships (e.g. Salo et al., 2009; Thiessen and Ingenhoff, 2010; Tähtinen and Vaaland, 2006), research on crisis communication in business-to-business key account relationships is still scarce. The results will help to understand the characteristics of crisis communication in key account relationships and enhance communication with strategic accounts.

Details

Corporate Communications: An International Journal, vol. 19 no. 3
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 14 March 2008

Satu Nätti and Jukka Ojasalo

The knowledge of inhibitors of internal customer knowledge transfer in b‐to‐b professional service organizations is still in its infancy. Previous literature on professional…

1236

Abstract

Purpose

The knowledge of inhibitors of internal customer knowledge transfer in b‐to‐b professional service organizations is still in its infancy. Previous literature on professional service organizations has focused on knowledge processes on a general level without paying closer attention to inhibitors of internal knowledge transfer. This study aims to contribute by increasing the knowledge of various inhibitors of customer‐related knowledge transfer and their influence on customer‐related knowledge utilization in collaborative customer relationships.

Design/methodology/approach

The present empirical article is based on a case study of two professional service organizations in the field of business‐to‐business education and consultancy services. An in‐depth analysis of organizations developing collaborative relationships was conducted.

Findings

This paper shows that internal fragmentation seems to be inherent in this type of organization, and may cause many problems in customer‐related knowledge transfer among individuals, collegial groups and hierarchical levels in a professional service organization. All these problems in collective knowledge utilization influence both the service offering creation and general relationship coordination in the collaborative relationship.

Originality/value

This paper provides managerial suggestions for how to deal with the inhibitors of customer knowledge transfer. This includes developing unified goals, strengthening cultural cohesion and cooperation in the organization, building forums of dialogue between individuals and subgroups, and structuring relationship coordination systems (i.e. key account management systems), keeping customer‐related knowledge transfer in mind.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 19 July 2013

Ilkka Lähteenmäki and Satu Nätti

Improving capability to generate value for customers is seen as a way to create a new competitive edge, but developing the related organisational capabilities involves facing…

2297

Abstract

Purpose

Improving capability to generate value for customers is seen as a way to create a new competitive edge, but developing the related organisational capabilities involves facing several obstacles that stem from the producer‐orientation of the retail‐banking business. This paper aims to focus on defining and describing those obstacles.

Design/methodology/approach

An in‐depth, qualitative single case study of a European retail bank was conducted.

Findings

A retail bank can find it challenging, first, to understand the deepest meaning and character of customer value and, second, to harness the organisational attributes to deliver that value. The main barriers lie in the strong producer‐oriented way of doing business, a lack of employee commitment, a strong product and sales orientation, a restrictive network, difficulties in seeing the profitability aspect of a new mindset, lack of conceptualisation and proper segmentation, and finally, silo‐style bank organisations.

Research limitations/implications

The research is focused on the retail‐banking industry, while the findings are transferable to other retail finance businesses.

Practical implications

Enhancing value creation may provide a competitive edge, but developing that edge means facing several obstacles, which may jeopardise the calculated positive return on investment. For management, understanding the value of the banking service in the customer's own context is critical.

Originality/value

Developing customer experience and value‐in‐use has been suggested as a good starting point for customer orientation. However, research on its implications for organisations and potential obstacles to implementation remains scarce. This paper offers a detailed view on the organisational development necessary to generate value‐in‐use in a retail‐banking context.

Details

International Journal of Bank Marketing, vol. 31 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

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