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Although not yet frequently used in marketing management, design thinking (DT) encompasses a creative, proactive, and empathic approach that connects different bodies of knowledge to shape innovative product and service solutions. Based on lean progress models, DT combines a manufacturer’s strategic objectives with the customer’s business requirements. This model focusses on the most important ‘pains’ the customers actually have in order to co-develop and more successfully sell products or services that provide value to specific customer groups or segments. This chapter aims to shed light on the potential of applying DT in new product or service development processes in different business fields to incorporate significant customer requirements a priori. The goal of this method is twofold: to reduce the extremely high risk of unsuccessful product launches and to make the integration of important customers during the product development phase easier.

This paper illuminates the distinction between individual and organizational actors in business-to-business markets as well as the coexistence of formal and informal mechanisms of coordination in multinational corporations. The main questions addressed include the following. (1) What factors influence the occurrence of personal contacts of foreign subsidiary managers in industrial multinational corporations? (2) How such personal contacts enable coordination in industrial markets and within multinational firms? The theoretical context of the paper is based on: (1) the interaction approach to industrial markets, (2) the network approach to industrial markets, and (3) the process approach to multinational management. The unit of analysis is the foreign subsidiary manager as the focal actor of a contact network. The paper is empirically focused on Portuguese sales subsidiaries of Finnish multinational corporations, which are managed by either a parent country national (Finnish), a host country national (Portuguese) or a third country national. The paper suggests eight scenarios of individual dependence and uncertainty, which are determined by individual, organizational, and/or market factors. Such scenarios are, in turn, thought to require personal contacts with specific functions. The paper suggests eight interpersonal roles of foreign subsidiary managers, by which the functions of their personal contacts enable inter-firm coordination in industrial markets. In addition, the paper suggests eight propositions on how the functions of their personal contacts enable centralization, formalization, socialization and horizontal communication in multinational corporations.

Purpose – The aim is to introduce a sociological perspective on resource integration and value co-creation into service research using a service systems approach.

Methodology/approach – Conceptual and a case study of the service system a Telecom Equipment and Service Provider is embedded in is reported.

Findings – The service practice of the service system is framed by social structures of signification, legitimation, and domination. However, the practice is also independent of the structures since it is embedded in and shapes the structural realm.

Research implications and limitations – Drawing on structuration and practice theory, the chapter offers a new framework describing how social and service structures and practices can inform and reveal mechanisms of service system dynamics. Based on the framework, three propositions are developed focusing on the mechanisms of resource integration and value co-creation. The implications need to be generalized in future research by studying other empirical contexts.

Practical implications – The chapter provides some tentative guidelines on how organizations can design service systems that enable and support customers and other actors in their resource integration and value co-creation processes by paying attention to social structures and forces and not only resources as such.

Originality – The chapter explicates how social structures have implications for value co-creation and resource integration in service system. It makes systematic use of structuration and practice theory to understand the social dimensions of service systems. A distinction between intended and realized resource integration is made.

The purpose of this paper is to introduce and test customer perceptions of four types of value co-creation (VCC), explore VCC a priori condition of relatedness, operationalized as commercial friendship, examine customer voluntary participation in VCC through initiation (customer vs company), and the influence of these factors on relational outcomes of VCC: satisfaction, loyalty and trust.

A scenario-based 2×2×4 experimental design was set in a destination resort context: weak vs strong commercial friendship, customer vs company co-creation initiation and four types of VCC. The 248 resort guests were equally and randomly assigned to experimental conditions. Multivariate analysis of variance and repeated measures analysis of variance was utilized.

Results demonstrated that customers perceived VCC processes differently. Co-creation of experience and co-recovery outcomes had significantly higher relational outcomes when compared to co-creation of marketing and co-innovation. Experiencing stronger commercial friendship, as customer–company relatedness and being invited to co-create resulted in stronger customer relational outcomes.

The core theoretical contribution of this study is the comparative analysis of customer perceptions of four distinctly different types of VCC: co-innovation, co-creation of experience, co-creation of marketing and co-recovery. A priori conditions of relatedness and co-creation initiation were established as antecedents of VCC processes among customers and service providers. When a service provider initiates VCC, it can positively affect customers’ relational outcomes of satisfaction, loyalty and trust.

The philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both marketing and service research. This paper aims to propose a social and systemic perspective that addresses current challenges in service and marketing research by revisiting the philosophy of science debate.

The paper revisits the philosophy of science debate to address the implications of an emergent, complex and adaptive view of marketing and service research. It draws on critical realism by combining structuration and systemic perspectives.

A recursive perspective, drawing on structures and action, is suggested as it includes multiple actors’ intentions and captures underlying drivers of market exchange as a basis for developing marketing and service strategies in practice. This is aligned with other scholars arguing for a more systemic, adaptive and complex view of markets in light of emerging streams in academic marketing and service research, ranging from value cocreation, effectuation, emergence and open source to empirical phenomena such as digitalization, robotization and the growth of international networks.

The reciprocal dynamic between individuals and the overarching system provides a reflexivity approach intrinsic to the service ecosystem. This creates new avenues for research on marketing and service phenomena.

This paper discusses critics, conflicts and conceptualization in service research. It suggests a possible approach for service research and marketing scholars capable of responding to current complexities and turbulence in economic and societal contexts.

The purpose of this paper is to define and empirically develop measures to evaluate the extent of integration of seaport container terminals in supply chains.

A literature review identified four key variables hypothesized to be part of the higher‐order construct of “terminal supply chain integration (TESCI)”. The hypotheses were theoretically justified a priori and data for operationalizing the conceptualized variables obtained via a large‐scale survey of container terminal operators. A model was developed and validated using confirmatory factor analysis.

The validated variables of the higher‐order construct of TESCI included “information and communication systems”, “value‐added services”, “multimodal systems and operations” and “supply chain integration practices”.

The study develops measures from the standpoint of the container terminal (the centric supply chain actor). Supply chains involve a network of companies and it would be useful to obtain data as to integration from other supply chain participants. The usual caveats of cross‐sectional research apply and longitudinal case studies may provide supplementary information.

There are valuable practical implications for container terminals that seek to measure the extent of integration into supply chains and for port users that place value on container TESCI in their choice and evaluation criteria.

The study is the first of its nature that attempts to provide a valid theoretical construct and empirical measures of seaport container TESCI. The study shifts container TESCI from an abstract concept to a theoretical construct with validated measures.

Actors who participate in co-created service experiences typically assume that they will experience improved well-being. However, a growing body of literature demonstrates that the reverse is also likely to be true, with one or more actors experiencing value co-destruction (VCD), rather than value co-creation, in the service system. Building on the notion of resource misintegration as a trigger of the VCD process, this paper offers a typology of resource misintegration manifestations and to present a dynamic conceptualization of the VCD process.

A systematic, iterative VCD literature review was conducted with a priori aims to uncover the manifestations of resource misintegration and illustrate its connection to VCD for an actor or actors.

Ten distinct manifestations of resource misintegration are identified that provide evidence or an early warning sign of the potential for negative well-being for one or more actors in the service system. Furthermore, a dynamic framework illustrates how an affected actor uses proactive and reactive coping and support resources to prevent VCD or restore well-being.

The study presents a typology of manifestations of resource misintegration that signal or warn of the potential for VCD, thus providing an opportunity to prevent or curtail the VCD process.

The purpose of this paper is to evaluate how service perceptions influence customer views of the authenticity of corporate sustainability claims. The goal of this paper is to help supply chain decision-makers better understand boundary conditions in order to design more enduring and impactful sustainability programs.

The authors employ behavioral experiments, subjecting two theoretically derived hypotheses to verification across five diverse industries and two distinct sustainability vignettes.

Customer service perceptions emerge as a significant boundary condition to the perceived authenticity of sustainability efforts. Subjects attributed significantly higher authenticity toward sustainability efforts in above average vs below average service quality contexts. Further, respondents attributed deceptive motivations to sustainability efforts at companies with below average service.

The authors confirm the underlying tenet of social judgment theory, which suggests that a priori perceptions create a zone of acceptability or rejection. Ultimately, investing in sustainability can lead to counterproductive cynicism.

The authors infer that customers’ willingness to give companies credit for sustainability initiatives extends beyond service issues to any practice that influences a priori perceptions. Supply chain managers must rethink their role in designing both customer service and sustainability systems to achieve positive returns from sustainability investments.

The authors challenge the assumption that customers universally positively view sustainability efforts. If customers hold a priori negative service perceptions, otherwise well-designed sustainability programs may invoke cynical reactions. Thus, sustainability programs may not inoculate firm reputations from adverse incidents. Given they touch both service and sustainability systems, supply chain managers are positioned to holistically influence their design for competitive advantage.

The purpose of this study is to investigate how and for what purposes companies use interfirm information systems (IS) in supply chain management (SCM). Further, the drivers for the different uses of interfirm IS are investigated.

Two a priori constructs – the roles of interfirm IS in SCM and the drivers for interfirm IS use in SCM – are derived from the prior research. The case study approach is applied to analyze empirical data collected from 16 Finnish companies in order to assess the validity of the constructs.

The findings suggest that the proposed three categories – transaction processing, supply chain planning and collaboration, and order tracking and delivery coordination – represent well the different types of interfirm IS uses in SCM. Further, the findings suggest that the drivers behind these different categories of interfirm IS use differ.

The different purposes for which interfirm IS can be used in the management of supply chains are demonstrated. Further, the reasons for adopting interfirm IS for the different purposes are shown to vary and not to be as self‐evident as anticipated in the prior research.

The study addresses the lack of empirical research on how companies actually use IS in managing supply chain activities. It also contributes to the extant knowledge on the factors that drive companies to use IS in specific ways in their SCM efforts.

The study aims to examine the relationship between dimensions of supply chain integration (SCI), operational performance and firm performance of firms. The study proposes that internal integration serves as the basis for supplier integration and customer integration and all three dimensions directly enhance operational performance and firm performance. Additionally, operational performance is proposed to mediate the effect of dimensions of SCI on firm performance.

A research model grounded on the resource-based view and the extended resource-based view was developed to examine the proposed relationships between the dimensions of SCI, operational performance and firm performance. A survey of manufacturing and service firms in Ghana was conducted, with 120 usable responses received. The research model was analysed by using partial least squares structural equation modelling. Robustness tests were conducted by using logistic regression and the Kruskal Wallis test.

The findings showed that internal integration had positive and significant effects on customer integration and supplier integration. Internal integration had a positive and significant effect on firm performance whilst customer integration had positive and significant effects on operational performance and firm performance. Additionally, operational performance mediated the effect of customer integration on firm performance.

This is one of the few studies that examine the interrelationships between dimensions of SCI. Additionally, to the best of the researchers’ knowledge, this is the first study to empirically examine the mediating role of operational performance in the relationship between dimensions of SCI and firm performance.