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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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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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Service Logic Revisited: Who Creates Value? And Who Co‐creates?

Grönroos, C. (2008)

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Research Paper
Abstract: Purpose – In the discussion on service-dominant logic and its consequences for value creation and marketing the inner meaning of the value-in-use notion and the nature of service marketing have not been considered thoroughly. The purpose of this paper is to analyze the meaning of a service logic as a logic for consumption and provision, respectively, and explore the consequences for value creation and marketing. Design/methodology/approach – Being a research-based paper, the topic is approached by theoretical analysis and conceptual development. Findings – Discussing the differences between value-in-exchange and value-in-use, the paper concludes that value-in-exchange in essence concerns resources used as a value foundation which are aimed at facilitating customers' fulfilment of value-in-use. When accepting value-in-use as a foundational value creation concept customers are the value creators. Adopting a service logic makes it possible for firms to get involved with their customers' value-generating processes, and the market offering is expanded to including firm-customer interactions. In this way, the supplier can become a co-creator of value with its customers. Drawing on the analysis, ten concluding service logic propositions are put forward. Research limitations/implications – The analysis provides a foundation for further development of a service logic for customers and suppliers, respectively, (“service logic” is preferred over the normally used “service-dominant logic”) as well for further analysis of the marketing consequences of adopting such a business and marketing logic. Practical implications – Marketing practitioners will find new ways of understanding customers' value creation and of developing marketing strategies with an aim to engage suppliers with their customers' consumption processes in order to enhance customer satisfaction. Originality/value – For a scholarly audience, the paper provides a more truly service-centric understanding of value creation and of its marketing consequences. For a practitioner audience, it offers service-based means of further developing marketing practices.


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Service transition: Finding the right position on the goods-to-services continuum

Fundin, A., Witell, L., Gebauer, H. (2012)

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Research Paper
Work in Progress
Abstract: The aim of this paper is to describe and further develop existing models of service transition; that is, how companies position and move on the goods-to-services continuum. This study concludes that service transition can be profitable for manufacturing firms as long as they do not become stuck in a mismatch between their organisational arrangements and their offerings. The paper contributes by: providing an overview of companies’ positions on the goods-to-services continuum, introducing movements on the continuum, suggesting service development as a possible engine of renewal and providing empirical evidence on the relationship between positions on the continuum and profit margins.
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Service-Dominant Logic and Service Logic – Contradictory and/or Complementary?

Saarijärvi, H., Puustinen, P., Yrjölä, M., Mäenpää, K. (2017)

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Research Paper
Early Thoughts
Abstract: In the contemporary marketing theoretical discussion there has been a widely established effort to revitalize the concept of service. In this endeavour, conceptual friction between two well-established marketing theoretical logics, namely Service-Dominant logic (S-D logic) and service logic has emerged. Although these perspectives have been widely debated, there have not been systematic efforts to analyse their conceptual differences. Analysing these differences will aid the further development toward more consistent marketing theory. Thus, this study identifies areas of contradiction and complementarity between S-D logic and service logic.


great overview of similarities and differences between Service-Dominant Logic and Service Logic Useufl diagram on the historical developments; plus table on complimentary/conflicts between the two logics for various definitions.
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Service-Dominant Logic: Continuing the Evolution

Vargo, S. L., Lush, R. (2008)

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Research Paper
Early Thoughts
Abstract: Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F. (2004a)), there has been considerable discussion and elaboration of its specifics. This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP. Directions for future work are also discussed. KeywordsService-dominant logic-New-dominant logic-Service


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Service-dominant logic: Premises, perspectives, possibilities

Lush, R., Vargo, S. L. (2014)

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Research Paper
Early Thoughts
Abstract: In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward "service-dominant (S-D) logic", describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.


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Service-Dominant Logic: Reactions, Reflections and Refinements

Lush, R., Vargo, S. L. (2006)

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Research Paper
Early Thoughts
Abstract: As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and critical viewpoints. Five recurring, contentious issues among collaborating scholars, as they attempt to understand the full nature and scope of S-D logic, are identified. These issues are clarified and refined, as is appropriate to this co-creation of a service-centric philosophy by the worldwide marketing community. Key Wordsmarketing theory relationship marketing • resource integration resource theory service-dominant logicS-D logic • service marketing


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