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This chapter provides novel theory that explicates how positive emotions of four actors (supervisors, employees, peers, and customers) in the service profit chain can foster the creation of positively deviant service businesses. It is suggested to incorporate studies and theories of positive organizational scholarship and particularly studies on positive emotions to the services marketing literature. This chapter elucidates how positively deviant behaviors, such as expressions of appreciation, helping others, gratitude, trustworthiness, and unselfishness, can foster the creation of such positively deviant performances that may generate supreme customer experience. These four positively deviant performances are trust in self and others, feeling of oneness, creativity, and seeing the bigger picture. The suggestion is that these positively deviant performances create climate for positivity in the supplier–customer interaction and foster the co-creation of mutual value in service businesses.

This paper aims to use a grounded theory approach to reveal that corporate private disclosure content has structure and this is critical in making “invisible” intangibles in corporate value creation visible to capital market participants.

A grounded theory approach is used to develop novel empirical patterns concerning the nature of corporate disclosure content in the form of narrative. This is further developed using literature of value creation and of narrative.

Structure to content is based on common underlying value creation and narrative structures, and the use of similar categories of corporate intangibles in corporate disclosure cases. It is also based on common change or response qualities of the value creation story as well as persistence in telling the core value creation story. The disclosure is a source of information per se and also creates an informed context for capital market participants to interpret the meaning of new events in a more informed way.

These insights into the structure of private disclosure content are different to the views of relevant information content implied in public disclosure means such as in financial reports or in the demands of stock exchanges for “material” or price sensitive information. They are also different to conventional academic concepts of (capital market) value relevance.

This analysis further develops the grounded theory insights into disclosure content and could help improve new disclosure guidance by regulators.

The insights create many new opportunities for developing theory and enhancing public disclosure content. The paper illustrates this potential by exploring new ways of measuring the value relevance of this novel form of contextual information and associated benchmarks. This connects value creation narrative to a conventional value relevance view and could stimulate new types of market event studies.

The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.

Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand management, meanings, rhetoric, and narratives.

Brand managers are progressively losing control over the multiple sources of brand meaning. Brand meaning is co‐created during the consumer‐brand relationship and the customer‐perceived brand meaning is re‐interpreted at each touchpoint that a consumer has with a managerially determined brand interface, a brand employee, or an external stakeholder.

“Persuasive brand management” is presented as a new approach to brand management. It considers that the main activities of managers regarding brand strategy decisions involve processes of interpreting and creating meanings; as well as persuading a wide diversity of internal and external stakeholders.

The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.

The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.

An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.

The paper examines only one case to illustrate the TNT approach.

The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.

There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

This paper deals with organisational complexity, seen from the perspective of its unfolding from global to local concerns. Historically, this unfolding has produced rigid social systems, where those in power positions have forced unfair constraints over the majorities at the local level, and often excluded them. There is a need to move towards flexible, fair, social systems, inclusive in character. This transformation requires an increasing appreciation of communication problems in society and the embodiment of effective social systems. This transformation is presented as a problem‐solving paradigm which requires social systems with capacity to create and produce their own meanings, with capacity to manage necessary structural couplings among existing social systems, thus making this management a heuristic to produce necessary social differentiation to overcome communication failures among existing self‐producing, operationally closed, social systems. A key construct used in this paper to practically produce this management is the viable system model, developed by Stafford Beer.

The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process for defining of the antecedents of experience co-creation.

The framework of experience co-creation was conceptualized by means of a literature review. Subsequently, this framework was used as the conceptual basis for a qualitative content analysis of 66 empirical papers investigating alternative consumption models (ACMs), such as renting, remanufacturing, and second-hand models.

The qualitative content analysis resulted in 12 categories related to the consumer and 9 related to the ACM offerings that represent the antecedents of experience co-creation. These categories provide evidence that, to a large extent, the developed conceptual framework allows one to capture the multi-dimensionality of the experience co-creation construct.

This study underscores the understanding of experience co-creation as a function of the characteristics of the offering – which are, in turn, a function of the consumers’ motives as determined by their lifeworlds – as well as to service design as an iterative approach to finding, creating and refining service offerings.

The investigation of the antecedents of experience co-creation can enable service providers to determine significant consumer market conditions for forecasting the suitability and viability of their offerings and to adjust their service designs accordingly.

This paper provides a step toward the operationalization of the dimension-related experience co-creation construct and presents an approach to defining the antecedents of experience co-creation by considering different research perspectives that can enhance service design research.

This study aims to address research calls to investigate how (visual) consumption experiences carry and convey meanings to individuals. Applying McCracken’s meaning transfer model to a photographic exhibition, the authors expand this model into the realm of aesthetic experiences to explore how the meaning of such an (visual) experience emerges and flows to (novice and expert) consumers.

This research uses an interpretive case study of the photographic exhibition “Facing Mirrors” hosted as part of the Biennale of Contemporary Art, and draws on multiple sources of evidence, notably 50 in-depth visitor interviews, observation and archival records.

The evidence highlights the moveable nature of meaning within an aesthetic context and illustrates the critical role of semiotics and of the different ritualistic behaviors enacted by novice and expert visitors as a means of unfolding and creating the meaning of such an experience.

The findings provide implications in terms of (co-)creating authentic, immersive and meaningful (brand) experiences in the fields of visual consumption and customer experience management.

Practical implications to arts organizations are also provided in terms of curatorial practices that emphasize the material, emotional and dialogic nature of photographs as a visual art form.

The study provides new insights into (visual) consumption experiences by bringing the meaning transfer model together with a semiotic approach, thus illustrating different performances and sense-making activities through which (expert and novice) visitors (co-)create and appropriate the value of their aesthetic experiences.

Two basic theses of G. H. Meads social psychology are: (1) Using gestures that influence sender and receiver in similar ways contains a reinforcing effect for both. (2) Under specific circumstances they also create new psychic domains, for example, consciousness of meaning, object, and the Self. The elementary levels of these processes are studied in social psychology, infant psychology, and lately in neuroscience.

One arena for studying these processes in adults is dancing, where spontaneity, emotionality, childish physical identification processes, and trajectories of the Self can coexist with cognitive planning and social regulation. I interpret this in a session of “Lunch Beat,” analyzing a layman interview on dancing during lunch break. The arena includes the differences between work obligations and the temporary freedom under lunch. One point is the creativity that may grow in the abrupt meeting of work demands and free physical sociality in dancing.

Interpretations conclude that participants’ experiences are: (1) energy production, (2) experiencing the world outside of “the box,” (3) expanding by denying “musts” for an hour, (4) meeting new people in both Others and Self, (5) creativity in changing arena from work to free time, and (6) meeting the not expected.

All interpretations are drawn back to basic theses in Mead.

The purpose of this paper is to present a meaning‐based framework to understand the motivation of knowledge workers and an effective leadership model that suits that framework.

Definitions of knowledge worker, meaning, complex adaptive systems and leadership are provided. The concept of meaning in work is explored through the constructs of work orientation and identity. Based on that, a global meaning framework for knowledge workers is outlined. Additionally, the servant leadership model is detailed and analyzed in light of the global meaning framework for knowledge workers and the need for complex adaptive behavior in successful knowledge‐based organizations.

The motivation of knowledge workers can be well understood from a meaning perspective, taking two constructs into account: work orientation and identity. The global meaning framework of knowledge workers is based on three main characteristics: work as a calling, need for a strong membership association with peers, and need for autonomy. Servant leadership is a model that fits well with those characteristics, potentially enabling the creation of a sense of meaning and purpose and consequently inducing the intrinsic motivation of knowledge workers. As a side‐effect, complex adaptive behavior will emerge, leading to both organizational and social performance.

The proposed model combines a meaning perspective with servant leadership theory to provide insight into the motivation of knowledge workers. This is posited in the context of complex adaptive behavior.

Examines the nature of meaningful customer relationships to determine what contributes to meaningfulness and to explore ways in which companies can establish more meaningful relationships with customers. Explores and applies the social psychology roots of the concept of meaning in a customer relationships context. Gleans evidence of meaningful customer relationships from the consumer psychology and marketing literature and from research conducted by the author. Examines situations where a company or a brand clearly occupies an important place in the life of a customer and discusses the characteristics of such relationships. Examines the factors that contribute to meaningful customer relationships. Looks at the implications for further customer research and for marketing and brand managers.