Archives: Literature


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 – […]
Reading time <1 min
A short overview of what a customer’s hassle map is. For more details see the Adrian Slywotzky’s book “Demand: Creating What People Love Before They Know They Want It“
Reading time <1 min
Explores how dialog supports foundational premises of service-dominant logic. In particular this paper prompted Vargo & Lush to update sd-logic’s foundational premise #1 from “service is the fundamental unit of exchange” to “service is the foundational basis of exchange”
Reading time <1 min
Abstract: This article distills the core principles of a phenomenological research design and, by means of a specific study, illustrates the phenomenological methodology. After a brief overview of the developments of phenomenology, the research paradigm of the specific study follows. Thereafter the location of the data, the data-gathering the data-storage methods are explained. Unstructured in-depth phenomenological interviews supplemented by memoing, essays by participants, a focus group discussion and field notes were used. The data explicitation, by means of a simplified version of Hycner‟s (1999) process, is further explained. The article finally contains commentary about the validity and truthfulness measures, as well as a synopsis of the findings of the study.


“A researcher applying phenomenology is concerned with the lived experiences of the people involved, or who were involved, with the issue that is being researched.”
Reading time <1 min
Sees the progression of economy as: extracting commodities making goods delivering services staging experiences And that commodities, goods and service are external to the buyer; whereas experiences exist only in the mind of the individual. There are two dimensions of experiences: customer participation and connection. There are four broad realms of experience: Educational, Escapist, Esthetic […]
Reading time <1 min