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The objective of the Contemporary Marketing Practices (CMP) research program is to develop an understanding of how firms relate to their markets in a manner that integrates both traditional and more modern views of marketing, and incorporates an understanding of both the antecedents and consequences of different practices. This paper aims to review its first decade.

The paper adopts a theoretical approach. It reviews the history of CMP research and its outcomes. The assessment concludes with a discussion of the program's contribution to marketing knowledge and some issues and challenges for future research.

Now a decade old, the CMP research program has undertaken research in over 15 countries. The study finds that it has made a unique contribution to marketing knowledge by bridging the gap between theory and practice.

By adopting a multi‐paradigm philosophy and a multi‐method approach, a broad perspective has been achieved that integrates the traditional managerial view of marketing with relational and process arguments.

Although many authors argue that practising marketing internally facilitates the implementation of the market orientation concept, systematic empirical research to explore the validity of the argument remains surprisingly scarce. Hence, the purpose of this paper is to investigate empirically the relationship between market orientation (MO) and internal‐market orientation (IMO) as well as their joint effect on customer satisfaction.

The findings ground on data collected from dyads of financial services providers and their customers. The former provided the information pertaining to the company's degree of MO and IMO adoption as well as on perceived employee value, while the latter were asked about perceived customer value, perceived service quality and their satisfaction with their provider. In total 127 dyads are employed in the analysis.

The findings show that MO and IMO are two inter‐related concepts, probably falling under the marketing philosophy umbrella. Through MO adoption, customer perceived value and customer perceived quality of the service increase. Through IMO adoption, the company improves the level of employee perceived value, which also results in higher levels of customer perceived service quality. Interestingly enough, IMO adoption is also found to have a direct impact on customer perceived service quality.

The major implication from the study is that adopting a market orientation does help improve customer satisfaction but this objective is better served when developing a more holistic view of marketing and trying to simultaneously offer value to other company stakeholders, such as the employees. The major limitation of the study is the focus on services. When it comes to manufactured goods, customers receive significant value from the tangible parts of the product and consequently further investigation is required before any generalization can be made on the basis of the strength of the relationships that this study reveals.

The most significant implication for practitioners is the need to strike the right balance between the company's internal and external orientation. To achieve this, companies have to invest in integrating the marketing and the human resource functions, in much the same manner in which they attempt to integrate marketing with other company functions that also influence customers' experiences.

This is the first empirical study to investigate the inter‐relationship and the joint effect of two well established notions, i.e. that between MO and IMO, and thus offers the required support to normative arguments regarding the need to sustain a balance between the company's external and internal focus.

Investigates the concept of product intangibility, considers its implications for marketing, and examines the way in which managers view intangibility and cope with its marketing consequences. Draws on existing literature and results of interviews with managers in service industries across a broad range. Provides evidence which strongly suggests that product intangibility has a profound effect on the marketing of services. Suggests, also, that there is a lack of guidance for service managers in relation to tackling the problems and making use of the opportunities created by intangible products. Proposes that marketing needs to address these problems by suitably adapting existing tools and providing new concepts to explain and manage intangibility correctly.

In the online environment, consumers increasingly feel vulnerable due to firms’ expanding capabilities of collecting and using their data in an unsanctioned manner. Drawing from gossip theory, this research focuses on two key suppressors of consumer vulnerability: transparency and control. Previous studies conceptualize transparency and control from rationalistic approaches that overlook individual experiences and present a unidimensional conceptualization. This research aims to understand how individuals interpret transparency and control concerning privacy vulnerability in the online environment. Additionally, it explores strategic approaches to communicating the value of transparency and control.

An interpretivism paradigm and phenomenology were adopted in the research design. Data were collected through semi-structured interviews with 41 participants, including consumers and experts, and analyzed through thematic analysis.

The findings identify key conceptual dimensions of transparency and control by adapting justice theory. They also reveal that firms can communicate assurance, functional, technical and social values of transparency and control to address consumer vulnerability.

This research makes the following contributions to the data privacy literature. The findings exhibit multidimensional and comprehensive conceptualizations of transparency and control, including user, firm and information perspectives. Additionally, the conceptual framework combines empirical insights from both experiencers and observers to offer an understanding of how transparency and control serve as justice mechanisms to effectively tackle the issue of unsanctioned transmission of personal information and subsequently address vulnerability. Lastly, the findings provide strategic approaches to communicating the value of transparency and control.

Customer experience has become a vital premise in service theory and practice. Despite researchers' and managers' growing interest, the customer experience remains a complex and multidimensional concept that is challenging for service providers to understand. This study aims to graph the experience in its multidimensionality by categorizing and proposing matching practices for service marketing managers to channel and foster customer experiences in customer journeys.

To support the predominantly conceptual nature of the study, an abductive approach underpinned by the authors' vast experience in academia and practice, real-life autohermeneutic phenomenological experience tales and theory on customer experience and its management by providers is deployed to craft a model that addresses and highlights the multidimensionality of experience.

This study introduces the “GraphEx” (Graph Experience) hip-pocket model, which expresses customer experience in a simple yet multidimensional fashion and offers managerial practices to foster the customer's experience. The model contains three dimensions (valence, type of experience and visceral intensity) and five managerial practices (urgent patchwork, restoring, activating and stimulating desire, bolstering and safeguarding appreciation).

This study contributes to the service literature by creating granularity in the multidimensionality of customer experience. This study advances customer experience management in practice by providing service managers with novel possibilities for understanding and managing customer experiences intelligently. This can help service providers streamline and innovate customer experience strategies during customer journeys and foster customer loyalty.

The purpose of this paper is to synthesize, organize, and discuss multidisciplinary research influential to a service firm's use of a cyclical time‐based marketing approach that may be aptly termed time‐of‐day services marketing, to introduce a general process and framework to assist in the evaluation of its strategic use, and to present areas in need of future research.

Objectives are achieved via conceptual analysis and a synthesis and organization of the relevant multidisciplinary literature.

The paper finds that the principal benefits to service firms of adopting a time‐of‐day services approach in varying degrees are that it is able to assist the firm in offering multiple, unique value‐propositions, providing superior contextual value to the customer, enhancing customer perceptions of value in relation to their needs, and supporting the firm's pursuit of a sustainable competitive advantage in its services.

Time‐of‐day services marketing is a viable approach for some firms but is not a strategy to be pursued by all firms. Service industry executives and managers should carefully weigh its adoption in terms of an overarching framework to identify the best services strategy for their marketing and business objectives.

Time‐of‐day services marketing has received little strategic attention in the services marketing literature. Furthermore, there is no good, published source of guidance to help service industry executives and managers make decisions about the extent that such an approach may present opportunities for value creation and competitive advantage. This paper addresses these voids by providing and discussing a comprehensive set of multi‐disciplinary factors, process, and framework that facilitate its evaluation for strategic adoption. Theoretically, the research contributes to the body of services marketing knowledge by altering the services marketing view of the “day” to be one that can be increasingly examined as less‐constant in terms of many service‐relevant individual and social behaviors, more systematically varying, and increasingly explainable on biological/physiological, sociological and/or psychological bases which are ultimately highly relevant to services marketers

This paper aims to investigate a guest’s subjective appraisal of a hotel’s green marketing program, or green equity, along with value, brand and relationship equities on guest loyalty.

Study 1 presents three models to explicate the role of a luxury hotel’s green initiatives in influencing guest loyalty. By means of structural equation modeling, one model emerges with the best fit. Study 2 examines how tourists assign economic value to a hotel’s green programs.

Green equity plays a significant role in customers’ overall assessment of a hotel’s marketing programs; however, the effect is weaker when compared with the other indicators, including a hotel’s value proposition, brand image and loyalty programs. Furthermore, the results reveal that tourists are willing to pay a price premium for a hotel’s green marketing programs.

The paper links green marketing to the customer equity model and clarifies the impact of green marketing programs on loyalty and profitability. However, the study was conducted among luxury hotel guests and tourists in Macau, a leading gambling destination; thus, these customers might not have been concerned with green marketing initiatives.

The results show that green initiatives are beneficial as long as managers include these initiatives in their overall strategic marketing programs that also promote firm value propositions, brand images and reputation.

The paper clarifies the role of green marketing programs in hospitality and shows how hotels can benefit from enhanced guest loyalty and decreased operational expenses by implementing green initiatives.

This paper aims to demonstrate how vulnerable consumer-citizens mobilize social capital following a natural disaster, showing how different forms of social capital contribute to well-being and resilience.

An embedded case study design comparing three different social networks is employed.

Understanding the active role consumer-citizens play in provisioning within social networks provides a deeper understanding of the important mechanisms that explain how different forms of social capital contribute to well-being. The three identified networks demonstrate different structural signatures composed of differing forms of social capital that arise following a natural disaster.

Drawing on social capital theory, this study contributes to advancing transformative service research, providing implications for both theory and practice.

This study is one of the first to empirically compare networks in a natural disaster context, demonstrating the effects of bonding, bridging and linking social capital on well-being and community resilience. This study shows how social network analysis can be used to model network processes and mechanisms. Findings highlight the important role of social provisioning to vulnerable consumer-citizens as an alternate form of consumption.

The purpose of this paper is to offer a reflective account of the emergence of new marketing theory as seen through the lens of the Nordic School of Service.

The paper is based on documents and the authors' self‐lived history and current involvement (“management action research”).

Northern European scholars, especially from Finland and Sweden, have felt free to design their own theory, at the same time collaborating internationally. Contributions include an early alert to services and business‐to‐business (B2B) marketing being neglected; dissatisfaction with service quality; that the service economy is more than the service sector; and the insight that relationship marketing and many‐to‐many network marketing better represent service reality. A novel service logic abandoning the divisive goods/services, B2B/B2C (business‐to‐consumer), and supplier/customer categories, based on commonalities and interdependencies is arriving. Nordic School methodology is characterised by induction, case study research, and theory generation, to better address complexity and ambiguity in favour of validity and relevance. In the 2000s, the synthesis provided by service‐dominant (S‐D) logic, IBM's service science, and network and systems theory have inspired a lively international dialogue.

The hegemony of the marketing management of mass‐manufactured consumer goods was challenged when services entered the marketing agenda in the 1970s. During the 1980s and 1990s the differences been goods marketing and service marketing were explored and the understanding for relationships, networks and interaction developed. It gradually laid the ground for the integrated goods/services approach that is now the major challenge for service researchers and practitioners alike.

It is unfortunate if developments of marketing in the USA are perceived as a universal standard for marketing. By studying contributions from many cultures and nations in other countries the paper enhances the understanding of the diversity of marketing. This article presents such a case from Northern Europe.

Examines the role of strategic marketing in public sector services. Looks at the strategic marketing planning process and identifies the barriers which hinder the utilization of synoptic marketing planning in library services. Concludes by putting forward an incremental model of marketing planning which it proposes is more applicable to this sector.