Gummesson, Evert; Grönroos, Christian - In: Journal of Service Management 23 (2012) 4, pp. 479-497
Purpose – 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. Design/methodology/approach – The paper is based on documents and the authors' self‐lived history and current involvement...