scholarly journals From social marketing and service-dominant logic to engagement in mindfulness practice: a field experiment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carolina Pantuza Vilar dos Santos ◽  
Evandro Luiz Lopes ◽  
Julia Costa Dias ◽  
André Gustavo Pereira de Andrade ◽  
Celso Augusto Matos ◽  
...  
Keyword(s):  
Field Experiment ◽  
Social Marketing ◽  
Time Factors ◽  
Mindfulness Practice ◽  
Control Group ◽  
Complex Nature ◽  
Service Dominant Logic ◽  
Control Group Design ◽  
Content Type ◽  
Dominant Logic

Purpose Based on the assumption of the service-dominant logic (S-D logic) that every exchange is service-for-service and on the relevance of the beneficiary’s role in the co-creation of value, this paper aims to investigate the effects of engagement in the context of social marketing, where the value proposition is an invitation to practice mindfulness. Design/methodology/approach A field experiment was carried out with 72 volunteers, using a pre-test/post-test control group design. The treatment applied was a set of strategies to increase the engagement of the participants to attain a better result in five dependent variables associated mainly with the benefits of mindfulness practice. Measurements were made from a profile analysis, and submitted to Mann-Whitney and t-tests. Findings A large effect of group and time factors were observed in the multivariate test, as well as differences in the co-creation of value between groups. Originality/value This study can contribute to stimulate experimental transdisciplinary research in humans, using concepts from S-D logic and social marketing to promote positive behavioral change. This approach is probably more efficient at explaining and improving human behavior, given its complex nature.

Project-based learning in human–computer interaction: a service‐dominant logic approach

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amela Karahasanović ◽  
Alma Leora Culén
Keyword(s):  
Human Computer Interaction ◽  
Real Life ◽  
Project Based Learning ◽  
Service Dominant Logic ◽  
Teaching Innovation ◽  
Content Type ◽  
Research Education ◽  
Dominant Logic ◽  
Service Ecosystem ◽  
Computer Interaction

Purpose This study aims to propose a service-dominant logic (S-DL)-informed framework for teaching innovation in the context of human–computer interaction (HCI) education involving large industrial projects. Design/methodology/approach This study combines S-DL from the field of marketing with experiential and constructivist learning to enable value co-creation as the primary method of connecting diverse actors within the service ecology. The approach aligns with the current conceptualization of central university activities as a triad of research, education and innovation. Findings The teaching framework based on the S-DL enabled ongoing improvements to the course (a project-based, bachelor’s-level HCI course in the computer science department), easier management of stakeholders and learning experiences through students’ participation in real-life projects. The framework also helped to provide an understanding of how value co-creation works and brought a new dimension to HCI education. Practical implications The proposed framework and the authors’ experience described herein, along with examples of projects, can be helpful to educators designing and improving project-based HCI courses. It can also be useful for partner companies and organizations to realize the potential benefits of collaboration with universities. Decision-makers in industry and academia can benefit from these findings when discussing approaches to addressing sustainability issues. Originality/value While HCI has successfully contributed to innovation, HCI education has made only moderate efforts to include innovation as part of the curriculum. The proposed framework considers multiple service ecosystem actors and covers a broader set of co-created values for the involved partners and society than just learning benefits.

Accounting at your service: university survival recovery and revolution from COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Frederick Ng
Keyword(s):  
Intellectual Capital ◽  
Capital Investment ◽  
Business Models ◽  
Recovery Phase ◽  
Crisis Response ◽  
Regulatory Environment ◽  
Service Dominant Logic ◽  
Content Type ◽  
Dominant Logic ◽  
Stakeholder Alignment

Purpose The purpose of this paper is to discuss the roles of accounting for university survival, recovery and revolution from the COVID-19 pandemic. It constructively critiques the use of compliance and cost-centric accounting to inform crisis response and proposes roles for accounting to better serve decision-making in a crisis. Design/methodology/approach This paper discusses limitations about how accounting information was used in a university’s response to the COVID-19 pandemic. This paper describes potential roles for accounting across crisis phases. These proposals recognise requirements arising from the university’s regulatory environment and apply concepts from intellectual capital accounting and service-dominant logic. Findings This paper proposes that in the survival phase, accounting can mitigate rash responses by clarifying the crisis’s impact and stakeholder alignment. In the recovery phase, accounting can inform resourcing decisions by balancing signals from accounting about staff expense and capital investment. In the revolution phase, accounting helps develop the business models needed to adapt to changing student needs, hybrid teaching delivery and importance of intellectual capital. Research limitations/implications The case study discusses the early stages of a university’s response to the COVID-19 pandemic. It does not provide a comprehensive analysis of success or failure of accounting in a crisis. The case raises directions for accounting to clarify the ambiguities in objectives and cause-and-effect relationships from the pandemic. Practical implications This paper proposes actions for accounting to support the survival, recovery and revolution of the university sector from the pandemic. The actions cover stakeholder engagement, university sector governance and strategic planning. Originality/value This paper proposes a lifecycle of accounting roles at different stages of the COVID-19 response that reflects requirements from the university’s regulatory environment and draws on intellectual capital and service-dominant logic literature.

Studying customers’ resource integration by service employees in interactional value co-creation

2016 ◽  
Vol 30 (2) ◽  
pp. 152-164 ◽  
Author(s):  
Loïc Plé
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Customer Participation ◽  
Resource Integration ◽  
Service Dominant Logic ◽  
Content Type ◽  
Service Employees ◽  
Dominant Logic ◽  
Managerial Implications ◽  
Practical Implications

Purpose Noting that resource integration is a pivotal dimension of value co-creation in Service-Dominant logic, this paper aims to explore how service employees engaged in co-creation processes with customers integrate the latter’s resources. Design/methodology/approach To address the limitations of previous research on customer resources and their integration by service employees, this study turns to the concept of customer participation to identify the nature of customers’ resources. A conceptual framework of their integration by service employees underpins nine key propositions. This foundation leads to the development of theoretical contributions, managerial implications and avenues for research. Findings Customers can use 12 types of resources in value co-creation. Contrasting with earlier findings, the conceptual framework reveals that service employees may not only integrate these customers’ resources but also either misintegrate or not integrate them. Non-integration and misintegration may be intentional or accidental. Accordingly, value co-creation or co-destruction may result from interactions. Research limitations/implications This conceptual and exploratory text requires complementary theoretical and empirical investigations. It also does not adopt an ecosystems view of co-creation. Practical implications Knowing the different steps of resource integration and what influences them should increase the chances of value co-creation and limit the risks of value co-destruction. Originality/value Scant research has examined the nature of customer resources and how service employees integrate them. This paper also is the first to distinguish among resource integration, misintegration and non-integration.

Co-creation and higher order customer engagement in hospitality and tourism services

2016 ◽  
Vol 28 (2) ◽  
pp. 222-245 ◽  
Author(s):  
Prakash K. Chathoth ◽  
Gerardo R. Ungson ◽  
Robert J. Harrington ◽  
Eric S.W. Chan
Keyword(s):  
Value Creation ◽  
Higher Order ◽  
Customer Engagement ◽  
Service Dominant Logic ◽  
Content Type ◽  
Dominant Logic ◽  
Ex Post ◽  
Ex Ante ◽  
Experiential Value

Purpose – This paper aims to present a review of the literature associated with co-creation and higher-order customer engagement concepts and poses critical questions related to the current state of research. Additionally, the paper presents a framework for customer engagement and co-creation with relevance to hospitality transactions. Design/methodology/approach – Earlier research on co-production, co-creation, consumer engagement and service-dominant logic are discussed and synthesized. Based on this synthesis, links and contrasts of these varying research streams are presented providing an articulation of key characteristics of each and how these might be applied within a hospitality context. Findings – Modalities in service transactions vary among traditional production, co-production and co-creation based on changes in attitudes, enabling technologies and the logic or ideology supporting the change. Transaction characteristics vary among manufacturing, quasi-manufacturing and services based on several key categories including differences in boundary conditions, enablers, success requirements, sustainability requirements, the dominant logic used and key barriers/vulnerabilities. When creating experiential value for consumers, firms should consider several aspects ex-ante, in-situ and ex-post of the change and during the change process. Research limitations/implications – Firms need to move toward higher-order customer engagement using co-creative modalities to enhance value creation. Current practices in the hotel industry may not in their entirety support this notion. Ex-ante, in-situ and ex-post considerations for creating experiential value need to be used as part of a checklist of questions for firms to pose in order to move toward managing customer experiences using the service-dominant logic as part of the firm’s orientation toward its market. This would give it the required thrust to create superior engagement platforms that use co-creative modalities while addressing the barriers to higher-order customer engagement as identified in the literature. Originality/value – The hospitality and tourism literature on co-creation and higher-order customer engagement is still in its infancy. A synthesis of these early studies provides support for the need for future research on co-creation that more clearly articulates the modality firms could use to move toward co-creation. This paper develops a dynamic framework using characteristics of co-creation that integrate the various stages of value creation (i.e. input, throughput and output).

scholarly journals Effectiveness of a brief versus a comprehensive social marketing program

2020 ◽  
Vol 10 (3) ◽  
pp. 377-394
Author(s):  
James Durl ◽  
Timo Dietrich ◽  
Krzysztof Kubacki
Keyword(s):  
Social Marketing ◽  
Self Efficacy ◽  
Program Effectiveness ◽  
Cost Effective ◽  
Repeated Measure ◽  
Control Group ◽  
Pilot Program ◽  
Content Type ◽  
Comprehensive Program ◽  
Marketing Program

Purpose Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by their resource-intensive character. The purpose of this paper is to address this limitation, a brief alcohol social marketing pilot program was derived from a comprehensive alcohol social marketing program to compare effectiveness. Design/methodology/approach A sample of 115 14–16-year-old adolescents from six secondary schools participated in the brief alcohol social marketing pilot program. Program effectiveness was assessed using repeated measure analysis on adolescents’ knowledge, attitudes, social norms, self-efficacy and intentions to binge drink. Results were compared with the comprehensive social marketing program and a control group. Findings The brief pilot program produced statistically significant outcomes for the same measures as the comprehensive program across attitudinal variables, descriptive norms and opportunistic self-efficacy. Research limitations/implications Converting existing social marketing programs into brief alternates is more cost-effective and, in this case, demonstrated better outcome effects. However, findings are limited as in-depth comparisons were hindered by changes to content across program modes. No process for converting comprehensive programs into brief alternates was identified prior to this study, and therefore a number of considerations for program alteration were derived from program facilitator experiences. Originality/value The findings provide initial evidence that a brief version of an existing comprehensive program can be an effective alternate to more resource-intensive programs under more cost-effective circumstances for program developers and facilitators.

Entrepreneurship education and start‐up activity: a gender perspective

2013 ◽  
Vol 5 (2) ◽  
pp. 216-231 ◽  
Author(s):  
Vegard Johansen
Keyword(s):  
Entrepreneurship Education ◽  
Control Group ◽  
Control Group Design ◽  
Male And Female ◽  
Content Type ◽  
Group Design ◽  
Start Up ◽  
Upper Secondary ◽  
Start Ups ◽  
Upper Secondary Schools

PurposeThis article seeks to evaluate whether entrepreneurship education (EE) in upper secondary schools promotes male and female start‐up activity. The Company programme (CP) reaches more than 200,000 European youths annually.Design/methodology/approachThe control‐group design is methodologically strong, and the empirical data are from Norway. Telephone interviews were conducted with 1,171 24‐25 year olds; 50 per cent of the respondents had been involved in CP in the period 2004‐2006, and 50 per cent had not. The analyses also control for other factors of relevance to start‐up activity.FindingsResults from econometric analyses indicate a positive correlation between participation in CP and start‐up activity. The analyses also indicate that CP has more impact on male start‐up activity as compared to women.Research limitations/implicationsA lot of other influences occur between the participation in CP and the start‐up activity. Although CP may be associated with more start‐ups, these are not necessarily start‐ups of a higher quality, survival rate or growth potential. The analysis also conceals variations in start‐up activity among CP‐participants with regard to time spent on CP, position in the CP, and obligatory vs voluntary participation.Practical implicationsTo promote start‐up activity among women more effectively, CP could be more focused on shaping confidence and increasing perceived competency among girls participating in the programme.Social implicationsOne solution for how to increase start‐up activity among young men and women could be to offer EE within upper secondary schools.Originality/valueThe study measures experience with start‐up activity 6‐8 years after EE‐participation in upper secondary school, it compares the impact of EE on male and female business start‐ups, and the control‐group design is advantageous compared to previous studies.

The service revolution and its marketing implications: service logic vs service-dominant logic

2014 ◽  
Vol 24 (3) ◽  
pp. 206-229 ◽  
Author(s):  
Christian Grönroos ◽  
Johanna Gummerus
Keyword(s):  
Value Creation ◽  
Service Dominant Logic ◽  
Content Type ◽  
Dominant Logic ◽  
Value Propositions ◽  
Managerial Implications ◽  
Service Logic ◽  
Conceptual Paper ◽  
Managerial Level ◽  
Service Perspective

Purpose – The purpose of this conceptual paper is to analyse the implications generated by a service perspective. Design/methodology/approach – A conceptual analysis of two approaches to understanding service perspectives, service logic (SL) and service-dominant logic (SDL), reveals direct and indirect marketing implications. Findings – The SDL is based on a metaphorical view of co-creation and value co-creation, in which the firm, customers and other actors participate in the process that leads to value for customers. The approach is firm-driven; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets created in customer processes, and value creation is customer driven. Ten managerial SL principles derived from these analyses offer theoretical and practical conclusions with the potential to reinvent marketing. Research limitations/implications – The SDL can direct researchers’ and managers’ views towards complex value-generation processes. The SL can analyse this process on a managerial level, to derive customer-centric, service perspective-based opportunities to reinvent marketing. Practical implications – The analysis and principles help marketing break free from offering only value propositions and become an organisation-wide responsibility. Firms must organise service-influenced marketing and create a customer focus among all employees, beyond conventional marketing. Originality/value – A service perspective on business has key managerial implications and enables researchers and managers to find new, customer-centric, service-influenced marketing approaches.

The potential of service-dominant logic as a tool for developing public sector services

2018 ◽  
Vol 10 (1) ◽  
pp. 36-48 ◽  
Author(s):  
Ulrika Westrup
Keyword(s):  
Public Sector ◽  
Service Dominant Logic ◽  
Content Type ◽  
Distinctive Features ◽  
Dominant Logic ◽  
Limited Degree ◽  
Contact Centre ◽  
Group Interviews ◽  
Day To Day Operations ◽  
Work Done

Purpose The purpose of this paper is to analyse and discuss the potential of the service-dominant logic (SDL) as a tool for developing more effective public sector services in practice. Design/methodology/approach One case concerning a public sector service organization has been studied – a contact centre in a Swedish municipality. The material consists of descriptions of managers’ and co-workers’ experiences of how day-to-day operations are performed to manage services provided to citizens. The material has been gathered via interviews and focus group interviews. Findings The study found that SDL has something to offer as a tool. SDL indicates that the distinctive features of different kinds of services, the exchange of knowledge and the dependency between actors do not have a high priority in the day-to-day work done at the contact centre. However, SDL cannot actually guarantee that public services will be more effective without including the politicians. Research limitations/implications The findings only originate from one organization. No service users have participated. Practical implications When using SDL as a tool for developing public sector services, the role of the politician is crucial. Public service managers must therefore find ways of including politicians in the service system as important and committed actors. Originality/value SDL, in the context of public sector services, has only previously been studied to a very limited degree empirically.

Paying attention to the customer: consumer forces in small town entrepreneurial ecosystems

2018 ◽  
Vol 20 (2) ◽  
pp. 323-340
Author(s):  
Philip T. Roundy
Keyword(s):  
Small Town ◽  
Theoretical Framework ◽  
Market Potential ◽  
Local Market ◽  
Service Dominant Logic ◽  
Unique Type ◽  
Content Type ◽  
Dominant Logic ◽  
Entrepreneurial Ecosystems

PurposeEntrepreneurial ecosystems – the inter-related forces that promote and sustain regional entrepreneurship – are receiving intense academic, policymaker and practitioner attention. Prior research primarily focuses on mature entrepreneurial ecosystems (EEs) in large, urban areas. Scholars are slow to examine the functioning of EEs in small towns, which face unique challenges in spurring entrepreneurial activity. Most notably, small town EEs are dependent on a key stakeholder group – local customers – which receives almost no attention in prior research on ecosystems. The purpose of this paper is to develop a theoretical framework for understanding the role of customers in EEs.Design/methodology/approachThis paper integrates work on the service-dominant logic and service ecosystems with entrepreneurship research to theorize about the influence of customers in small town EEs.FindingsThe proposed theory draws attention to the role of customers in evaluating the services provided by entrepreneurs and co-creating value in small town EEs. Theory is developed about the influence of three sets of customer characteristics on entrepreneurial activities: the local market potential (based on the number of local and transient customers), customers’ abilities to access the ecosystem (based on income levels) and customers’ preferences for services provided by the ecosystem’s entrepreneurs (based on preferences for innovativeness, local versus global brands and in- versus out-shopping).Originality/valueEntrepreneurial ecosystems research has implicitly adopted a producer-dominant logic focusing on entrepreneurs and their ventures as the primary creators of value. The proposed theoretical framework applies the service-dominant logic to EEs and conceptualizes EEs as a unique type of service ecosystem. The theorizing generates implications for scholars and practitioners and suggests that more work is needed at the interface of entrepreneurship, marketing and regional economic development.

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