Jahrgang 4 (2020), Heft 2-3

The year 2020 sees an important milestone for Professor Michael Kleinaltenkamp (Michael hereafter), as he concludes his official academic working life. This paper acknowledges the significant contribution Michael has made over the years. In...

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to...

Since the beginning of the 1990s, selling integrated bundles of goods and services – so-called hybrid offerings – have emerged as a trend in industrial markets. Hybrid offerings are proposed to help companies to differentiate in highly...

Customer success management is gaining momentum in business markets. From an initial focus on selected industries, such as software-as-a-service, interest in customer success is spreading among business-to-business marketing practitioners. To date,...

The concepts of value, value creation, and value cocreation figure prominently in service-oriented approaches to marketing studies, especially servicedominant logic. However, the meaning of these concepts is fuzzy and dependent on the theoretical...

Community management is swiftly developing into a central research field in management literature. A growing body of conceptual and empirical studies is concerned with different aspects of communities, their initiation, management, and termination....

Resource integration is fundamental to value cocreation. In service-dominant logic, operant resources are the primary interest of actors’ economic exchange. However, the resources in service-dominant logic are rarely classified and analysed in...

In reconnecting marketing to more plastic and malleable markets, we need more understanding about market evolution. In this research we explore how to assess the state of a market, and how the roles of a market-shaping actor vary depending on this...