Purpose – This paper aims to study front-line employees’ contribution to service innovation, when they contribute and how they are involved in service innovation. Design/methodology/approach – The paper draws on a multiple-case study on service innovation in four organizations with...

Purpose – The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach – The paper draws on a netnographic...

Purpose: Project marketing is the specific activity of companies selling projects-to-order. Interpersonal practice is known to be important in this type of marketing. While this interpersonal practice has been little studied, some previous research suggests that changes in the institutional...

Purpose – Marketing “from the intra‐organizational perspective” has been comparatively untouched by the critical turn in organization studies. The objective of the present paper is to contribute to a critical examination of marketing as a change discourse by focusing on service...

Purpose – The purpose of this paper is to contribute to understanding of how a service‐dominant (S‐D) professional identity can be established among the employees of an organisation that wishes to inculcate the tenets of S‐D logic. Design/methodology/approach – The paper reports a case...

Purpose This article investigates the role of frontline employees in service innovation from a service-dominant logic perspective. Frontline employees lack a formal innovation obligation. Service innovation is a resource integration process resulting in the creation of new value propositions....

It is commonly argued that, in order to meet increasing competition, public transport organizations and systems need to be market oriented. Even though the notion of market orientationhas not been explicitly addressed in public transport research, studies relevant to market orientation have been...

Purpose – This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw. Design/methodology/approach – The methodology is to utilize Michel Foucault's works and the discourse theory of Ernesto Laclau and Chantal Mouffe....

Purpose – Service marketing research has developed practices for managing and controlling the human resources. However, the role of these control practices in organizations has neither been empirically studied in a systematic way nor been analyzed in relation to control theory. This paper...