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Welcome to the Library

Hello. Why don’t you pull up one of those nice comfy chairs. Go on, settle yourself down in front of the crackling fire, with a good cup of tea (or coffee, or something stronger, the choice is yours).

This is my virtual library where I list the books and articles that have sparked my interest and thoughts. I’m not intending to give a detailed review of these books. Rather, just to highlight points of interest.

If you’re looking for the list of references, then you should try here.

I hope you find the items in the library as interesting and thought inspiring as I have! If you’ve got any comments or suggestions of other books and articles, please let me know!

Problems and Strategies in Service Marketing

Zeithaml, V., Parasuraman, A. P., Berry, L. (1985)

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Research Paper
Early Thoughts
Abstract: This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on several broad themes that emerge from this comparison and on guidelines for future work in services marketing.


Through literature review they confirm the existence of IHIP for services:Intangibility, Heterogeinity, Inseparability and Perishability
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Red Ocean Traps

Kim, W. C., Mauborgne, R. (2015)

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Web Article
Early Thoughts
Identifies 6 traps that keep managers thinking in red oceans. Trap One: Seeing Market-Creating Strategies as Customer-Oriented Approaches – examples used: Sony Portable Reader System and Amazon Kindle Trap Two: Treating Market-Creating Strategies as Niche Strategies – example used: Delta’s Song subsidiary and Pret a Manger Trap Three: Confusing Technology Innovation with Market-Creating Strategies – […]
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Relationship Marketing Logic

Grönroos, C. (1996)

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Research Paper
Early Thoughts
Abstract: In modern Western economic history, the industrial revolution and the evolution of scientific management helped society to achieve other important goals and turned relationship thinking into a secondary issue. A mass-market orientation and the establishment of the middle-man in distribution channels, as well as specialisation and the division of labour, became top priorities. The dominance of the highly management-oriented marketing mix approach to marketing from the 1960s onwards, has not allowed for a relationship perspective either.This article postulates six key aspects of a successfully implemented relationship marketing strategy: three strategic issues (service business orientation, process management perspective, partnership and network formation) and three tactical issues (direct customer contacts, customer databases, customer-oriented service system). Overall, relationship marketing is seen as a philosophy rather than a departmental function. A transition curve is described for getting from the second to the first.


Introduces the Services Marketing Triangle (which we build on to get to a services framework in which we can explore, find and describe (services) innovations).
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Service Innovation: A Review of the Literature

Randhawa, K., Scerri, M.,  (2015)

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Research Paper
Early Thoughts
Abstract: Services are fast overtaking manufacturing to form a dominant proportion of the world economy. Service innovation is increasingly seen as a vector of sustainable growth and competitive advantage at the firm-, industry- and economy-level. Innovation started evolving as a key discipline of research over the twentieth century. Initially, innovation research was predominantly focused on science and technology and the new product development approach for commercializing ideas and inventions mainly in the manufacturing industry. With the increasing growth of services in today’s organizations and economy, the importance of understanding service innovation concepts and practices has been on the rise. Over the last two decades, researchers have hence been directing attention to innovation in the context of services. Today, service innovation has evolved into a vast field encompassing the study of intangible processes and dynamic interactions among technological and human systems that lead to managerial and organizational change in services. The literature on service innovation is expanding into a diverse and cross-disciplinary body of knowledge scattered across economics, marketing, organizational science, and management perspectives. The purpose of this chapter is to cut through this complexity and diversity in the streams of extant service innovation literature, and provide a holistic overview of the literature in this rapidly growing field. Organized across three broad themes: Overview of Service Innovation, The Dynamic and Systemic Process of Service Innovation, and Management of Service Innovation; this chapter presents a consolidated guide to the service innovation concepts and practices.


    1 Background 2 Service Innovation: An Overview 2.1 Service Innovation and Its Characteristics 2.2 Classification of Service Innovation 3 The Dynamic and Systemic Process of Service Innovation 3.1 Service Design and New Service Development 3.2 Open and Collaborative Processes of Service Innovation 3.3 Customer as a Co-creator of Service Innovation 3.4 Systemic Diffusion […]
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