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Gustafsson, A., Snyder, H. & Witell, L. (2020). Service Innovation: A New Conceptualization and Path Forward. Journal of Service Research, Article ID UNSP 1094670520908929.
Open this publication in new window or tab >>Service Innovation: A New Conceptualization and Path Forward
2020 (English)In: Journal of Service Research, ISSN 1094-6705, E-ISSN 1552-7379, article id UNSP 1094670520908929Article in journal (Refereed) Published
Abstract [en]

Service innovations challenge existing offerings and business models, shape existing markets, and create new ones. Over the last decade, service research has shown increasing interest in the concept of innovation and should by now have reached maturity and created a strong theoretical basis. However, there is no coherent theoretical framework that captures all the facets of service innovation, and to move service innovation research forward, we must revisit the key assumptions of what an innovation is. To enable this, the present article addresses three fundamental questions about service innovation: (1) What is it and what is it not? (2) What do we know and what do we not know? and (3) What do we need to know to advance service research? By doing so, this article offers an updated and comprehensive definition of service innovation and provides a research agenda to suggest a path forward.

Place, publisher, year, edition, pages
Sage Publications, 2020
Keywords
service innovation, research agenda, new service development, service design
National Category
Social Sciences Interdisciplinary
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-77419 (URN)10.1177/1094670520908929 (DOI)000517863900001 ()
Available from: 2020-04-02 Created: 2020-04-02 Last updated: 2022-05-18Bibliographically approved
Caruelle, D., Gustafsson, A., Shams, P. & Lervik-Olsen, L. (2019). The use of electrodermal activity (EDA) measurement to understand consumer emotions: A literature review and a call for action. Journal of Business Research, 104, 146-160
Open this publication in new window or tab >>The use of electrodermal activity (EDA) measurement to understand consumer emotions: A literature review and a call for action
2019 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 104, p. 146-160Article, review/survey (Refereed) Published
Abstract [en]

Electrodermal activity (EDA) is a psychophysiological indicator of emotional arousal. EDA measurement was first employed in consumer research in 1979 but has been scarcely used since. In the past decade, the ease of access to EDA recording equipment made EDA measurement more frequent in studies of consumer emotions. Additionally, recent calls to include physiological data in consumer studies have been voiced, which in turn is increasing the interest in EDA. Such a growing interest calls for assessing why and how EDA measurement has been used and should be used in consumer research. To this end, we undertook a critical review of studies of consumer emotions that employed EDA measurement. We found that most of these studies did not sufficiently report how they recorded and analyzed EDA data, which in turn impeded the replication of the findings. We therefore make recommendations derived from the psychophysiology literature to help consumer researchers get meaningful insights from EDA measurements. Finally, we call on researchers to be more transparent when reporting how they recorded and analyzed EDA data.

Place, publisher, year, edition, pages
New York, USA: , 2019
Keywords
Electrodermal activity, Customer experience, Emotion, Physiological measurement, Arousal
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-75097 (URN)10.1016/j.jbusres.2019.06.041 (DOI)000484647500011 ()
Available from: 2019-10-07 Created: 2019-10-07 Last updated: 2019-10-28Bibliographically approved
Myhrén, P., Witell, L., Gustafsson, A. & Gebauer, H. (2018). Incremental and radical open service innovation. Journal of Services Marketing, 32(2), 101-112
Open this publication in new window or tab >>Incremental and radical open service innovation
2018 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 32, no 2, p. 101-112Article in journal (Refereed) Published
Abstract [en]

Purpose Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open service innovation. The study views an archetype as an organizing template that includes the competence of participants, organizing co-creation among participants and ties between participants. In particular, the study's interest lies in how open service innovation archetypes are used for incremental and radical service innovation. Design/methodology/approach For the research, a nested case study was performed, in which an industrial firm with nine open service innovation groups was identified. Forty-five interviews were conducted with participants. For each case, first a within-case analysis was performed, and how to perform open service innovation in practice was described. Then, a cross-case analysis identifying similarities and differences between the open service innovation groups was performed. On the basis of the cross-case analysis, three archetypes for open service innovation were identified. Findings The nested case study identified three archetypes for open service innovation: internal group development, satellite team development and rocket team development. This study shows that different archetypes are used for incremental and radical service innovation and that a firm can have multiple open service innovation groups using different archetypes. Practical implications This study provides suggestions on how firms can organize for open service innovation. The identified archetypes can guide managers to set up, develop or be part of open service innovation groups. Originality/value This paper uses open service innovation as a mid-range theory to extend existing research on new service development in networks or service ecosystems. In particular, it shows how open service innovation can be organized to develop both incremental and radical service innovations.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Service innovation, Open innovation, Radical innovation, Incremental innovation, New service development, Case study method
National Category
Economics and Business Media and Communications
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-66877 (URN)10.1108/JSM-04-2016-0161 (DOI)000427270500001 ()
Available from: 2018-03-29 Created: 2018-03-29 Last updated: 2019-05-13Bibliographically approved
Otterbring, T., Ringler, C., Sirianni, N. J. & Gustafsson, A. (2018). The Abercrombie & Fitch Effect: The Impact of Physical Dominance on Male Customers' Status-Signaling Consumption. Journal of Marketing Research, 55(1), 69-79
Open this publication in new window or tab >>The Abercrombie & Fitch Effect: The Impact of Physical Dominance on Male Customers' Status-Signaling Consumption
2018 (English)In: Journal of Marketing Research, ISSN 0022-2437, E-ISSN 1547-7193, Vol. 55, no 1, p. 69-79Article in journal (Refereed) Published
Abstract [en]

Consumer lay theory suggests that women will spend more money than men in the presence of a physically dominant male employee, whereas theories of intrasexual competition from evolutionary psychology predict the opposite outcome. A retail field study demonstrates that male customers spend more money and purchase more expensive products than their female counterparts in the presence (vs. absence) of a physically dominant male employee. This effect has a more powerful impact on male customers who lack bodily markers of dominance (shorter stature or measures linked to lower levels of testosterone). When confronted with other physically dominant (vs. nondominant) men, these male customers are particularly prone to signal status through price or logo size. Their elevated feelings of intrasexual (male-to-male) competitiveness drive them to spend more money on status-signaling, but not functional, products and to prefer and draw larger brand logos. Because pictorial exposure is sufficient for the effect to occur, these findings are not limited to in-store interactions with dominant male employees but have broad implications for marketing and advertising.

Place, publisher, year, edition, pages
Chicago, Illinois: American Marketing Association, 2018
Keywords
status-signaling consumption, physical dominance, 2D:4D digit ratio, field study, evolutionary psychology
National Category
Business Administration Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-66408 (URN)10.1509/jmr.15.0247 (DOI)000423989800005 ()
Available from: 2018-02-16 Created: 2018-02-16 Last updated: 2019-11-04Bibliographically approved
Patricio, L., Gustafsson, A. & Fisk, R. (2018). Upframing Service Design and Innovation for Research Impact. Journal of Service Research, 21(1), 3-16
Open this publication in new window or tab >>Upframing Service Design and Innovation for Research Impact
2018 (English)In: Journal of Service Research, ISSN 1094-6705, E-ISSN 1552-7379, Vol. 21, no 1, p. 3-16Article in journal (Refereed) Published
Abstract [en]

Service design and innovation are receiving greater attention from the service research community because they play crucial roles in creating new forms of value cocreation with customers, organizations, and societal actors in general. Service innovation involves a new process or service offering that creates value for one or more actors in a service network. Service design brings new service ideas to life through a human-centered and holistic design thinking approach. However, service design and innovation build on dispersed multidisciplinary contributions that are still poorly understood. The special issue that follows offers important contributions through the examination of service design and innovation literature, the links between service design and innovation, the role of customers in service design and innovation, and service design and innovation for well-being. Building on these contributions, this article develops a future research agenda in three areas: (1) reinforcing and expanding the foundations of service design and innovation by integrating multiple perspectives and methods; (2) advancing service design and innovation by improving the connection between the two areas, deepening actor involvement, and leveraging the role of technology; and (3) upframing service design and innovation to strengthen research impact by innovating complex value networks and service ecosystems and by building a cornerstone for transformative service research.

Place, publisher, year, edition, pages
Thousand Oaks: Sage Publications, 2018
Keywords
service design, service innovation, transformative research, design research
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-65965 (URN)10.1177/1094670517746780 (DOI)000419137300001 ()
Available from: 2018-01-25 Created: 2018-01-25 Last updated: 2018-06-08Bibliographically approved
Glaa, B., Witell, L., Löfgren, M. & Gustafsson, A. (2017). From free to fee: changing the revenue model for individual services. In: Shaun West, Heiko Gebauer, Tim Baines (Ed.), Proceeding of the Spring Servitization Conference: internationalisation through servitization. Paper presented at Spring Servitization Conference (SSC 2017), Lucerne 15-17 May 2017 (pp. 172-181). Birmingham, UK: Aston university
Open this publication in new window or tab >>From free to fee: changing the revenue model for individual services
2017 (English)In: Proceeding of the Spring Servitization Conference: internationalisation through servitization / [ed] Shaun West, Heiko Gebauer, Tim Baines, Birmingham, UK: Aston university , 2017, p. 172-181Conference paper, Published paper (Refereed)
Abstract [en]

Purpose: Industrial services have traditionally been provided for free to support product sales. Nowadays, many manufacturers have built a profitable service business while others are struggling to improve their service profitability. Overall, most research focus on service infusion in the value proposition or servitization of the organization. Far less attention has been given to how firms start to charge for free services. The purpose of this research is to increase understanding of how manufacturers change the revenue model for individual services from free to fee. Design/Methodology/Approach: The research was performed as a two-stage research project involving a multiple case study followed by an action research project. First, a multiple case study was performed in eight firms. Data was collected through interviews and workshops with the participating firms. Second, an action research study was performed with a manufacturer working with changing the revenue model for individual services from free to fee. Findings: The current study identified a process with three stages for shifting from service for free to service for fee. The first step is turning the service from a cost center to a profit center. The second step is to create service scenarios for a service business. The third step is to implement specific strategies to break free from free service. The present research identified three specific service scenarios and four strategies to break free from free service. Originality/Value: The change of business model has been an essential step in most models for service infusion and for the transition from service for free to service for fee. The present study expands on the process on a detailed level followed by manufacturers to turn individual services from free to service for fee.

Place, publisher, year, edition, pages
Birmingham, UK: Aston university, 2017
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-75435 (URN)978-1-85449-418-4 (ISBN)
Conference
Spring Servitization Conference (SSC 2017), Lucerne 15-17 May 2017
Available from: 2019-10-23 Created: 2019-10-23 Last updated: 2022-11-16Bibliographically approved
Perks, H., Kowalkowski, C., Witell, L. & Gustafsson, A. (2017). Network orchestration for value platform development. Industrial Marketing Management, 67, 106-121
Open this publication in new window or tab >>Network orchestration for value platform development
2017 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 67, p. 106-121Article in journal (Refereed) Published
Abstract [en]

The traditional firm and product-centric view of platforms is changing. Platforms are increasingly developed around value that is co-created with a network of actors. In such settings, lead firms shape their environments and develop value platforms through network orchestration. This study examines how lead firms mobilize network relationships to support and build novel value platforms. The research adopts a multiple case study methodology, investigating the development of six value platforms in network settings within Europe. A large-scale interview program over several years was conducted. The findings unravel practices constituting four overarching network orchestration mechanisms in the value platform development context; envisioning, inducing innovativeness, legitimizing, and adjusting. The study explains the relationships and interplay between the orchestration mechanisms and articulates theoretical and managerial contributions.

Place, publisher, year, edition, pages
New York: Elsevier, 2017
Keywords
Value platforms, Network orchestration, Mechanisms, Business networks, Value-creating systems
National Category
Business Administration Information Systems Social Sciences Interdisciplinary
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-65971 (URN)10.1016/j.indmarman.2017.08.002 (DOI)000418987500008 ()
Available from: 2018-01-25 Created: 2018-01-25 Last updated: 2018-06-08Bibliographically approved
Gebauer, H., Saul, C. J., Haldimann, M. & Gustafsson, A. (2017). Organizational capabilities for pay-per-use services in product-oriented companies. International Journal of Production Economics, 192, 157-168
Open this publication in new window or tab >>Organizational capabilities for pay-per-use services in product-oriented companies
2017 (English)In: International Journal of Production Economics, ISSN 0925-5273, E-ISSN 1873-7579, Vol. 192, p. 157-168Article in journal (Refereed) Published
Abstract [en]

Pay-per-use services are an interesting phenomenon, both empirically and theoretically. Despite the alleged benefits, companies still struggle to succeed with pay-per-use services. Theoretically, it is common sense that existing service capabilities cannot easily be converted into organizational capabilities for pay-per-use services. Based on multiple case studies, the present article narrows down the existing empirical and theoretical gaps through an inductive research approach. Our findings make the following contributions to the field of services in product-oriented companies and to the servitization literature. We describe the organizational capabilities necessary for pay-per-use services (e.g., financing such services, aligning costs with equipment usage, and collaborating with customers). We reveal that companies should convert these capabilities into three core competencies (strategizing pay-per-use services, utilizing technologies for pay-per-use services, and de-risking pay-per-use services), in order to achieve competitive advantages.

Place, publisher, year, edition, pages
Amsterdam: Elsevier, 2017
Keywords
Pay-per-use services, Capabilities, Business model innovation, Financing Knowledge-based view of the firm, Product usage
National Category
Business Administration Information Systems, Social aspects Computer and Information Sciences
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-65871 (URN)10.1016/j.ijpe.2016.12.007 (DOI)000412041200014 ()
Available from: 2018-01-25 Created: 2018-01-25 Last updated: 2019-07-12Bibliographically approved
Voorhees, C. M., Fombelle, P. W., Gregoire, Y., Bone, S., Gustafsson, A., Sousa, R. & Walkowiak, T. (2017). Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens. Journal of Business Research, 79, 269-280
Open this publication in new window or tab >>Service encounters, experiences and the customer journey: Defining the field and a call to expand our lens
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2017 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 79, p. 269-280Article in journal (Refereed) Published
Abstract [en]

Service researchers have emphasized the importance of studying the service experience, which encompasses multiple service encounters. Although the reflection on a series of service encounters has increased, the scope of research in this space remains narrow. Service research has traditionally concentrated on understanding, measuring and optimizing the core service delivery. While this focused lens has generated extraordinary knowledge and moved service research and practice forward, it has also resulted in a narrowly focused research field. The authors present a framework to guide comprehensive service experience research. Broadly, they define (1) pre-core service encounter, (2) core service encounter, and (3) post-core service encounter as distinct periods within a service experience. Further, they review the literature and put forward important research questions to be addressed within and across these periods. Finally, they argue that researchers need to consider simultaneously all periods of the service experience to make valuable contributions to the literature.

Place, publisher, year, edition, pages
New York: Elsevier, 2017
Keywords
Service research, Service experienc, Service encounters, Pre-core encounter, Core encounter, Post-core encounter
National Category
Business Administration Information Systems, Social aspects Design
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-65720 (URN)10.1016/j.jbusres.2017.04.014 (DOI)000406983600026 ()
Available from: 2018-01-18 Created: 2018-01-18 Last updated: 2020-01-15Bibliographically approved
Gustafsson, A. & Bowen, D. E. (2017). The curious case of interdisciplinary research deficiency: Cause or symptom of what truly ails us?. Journal of Business Research, 79, 212-218
Open this publication in new window or tab >>The curious case of interdisciplinary research deficiency: Cause or symptom of what truly ails us?
2017 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 79, p. 212-218Article in journal (Refereed) Published
Abstract [en]

This article introduces some service research challenges and opportunities then comments on the articles in this special issue on emergent topics in service research. It is an exciting time for service research as the area is rapidly developing and growing on a global basis. Service research is also especially apt for interdisciplinary as service is not developed by any one function in a company; it is a purpose in some way for everyone across the organization regardless of where they are working. It is strange, then, that we have not advanced further on interdisciplinary research, particularly since it has been in focus for a long time in the field. In this opinion piece we take the opportunity to suggest ways forward that include goals of mastering paradoxical thinking and making a difference.

Place, publisher, year, edition, pages
New York: , 2017
Keywords
SERVICE RESEARCH, RESEARCH PRIORITIES, CREATION, PARADOX, AGENDA, FUTURE, LOGIC
National Category
Business Administration Other Computer and Information Science
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-65717 (URN)10.1016/j.jbusres.2017.05.006 (DOI)000406983600020 ()
Available from: 2018-01-18 Created: 2018-01-18 Last updated: 2018-06-08Bibliographically approved
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