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Article
Publication date: 4 July 2013

Cristiana R. Lages, Cláudia M.N. Simões, Raymond P. Fisk and Werner H. Kunz

The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine…

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Abstract

Purpose

The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community.

Design/methodology/approach

The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer‐reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.

Findings

Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.

Research limitations/implications

As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).

Originality/value

Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.

Details

Managing Service Quality: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 0960-4529

Keywords

Available. Content available
Article
Publication date: 4 July 2013

Kristina Heinonen, Anu Helkkula and Maria Holmlund

404

Abstract

Details

Managing Service Quality: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 19 March 2019

Ana Claudia Braun Endo, Luiz Alberto de Farias and Pedro Simões Coelho

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors…

804

Abstract

Purpose

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking in this sector.

Design/methodology/approach

Adopting a qualitative approach, 22 in-depth interviews were performed in Brazilian HEAs to analyze service branding as a strategic institutional process in this context.

Findings

Findings reveal that service branding depends on several factors, e.g., in this case, deep integration between branding and services, leadership involvement, strong value propositions, sharing of strategic guidelines, branding experiences and, finally, credibility and reputation. Excellence of service is considered essential in higher education (HE) and, therefore, service branding faces the challenge of promoting the provision of quality services.

Originality/value

Although there have been many studies relating to HE and branding, few authors have studied service branding in educational sector and which issues must be observed in a competitive marketplace.

Details

Marketing Intelligence & Planning, vol. 37 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 20 February 2019

Maria Sarmento and Cláudia Simões

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build…

2273

Abstract

Purpose

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and engagement platforms in service ecosystems.

Design/methodology/approach

The empirical study combines qualitative interviews (n = 16) with trade fair organizers, exhibitors and visitors and a survey (n = 263) comprising open-ended questions administrated to visitors of an international trade fair.

Findings

Findings highlighted the general role that trade fairs have in facilitating companies’ interactions with existing and potential customers. The trade fair develops in physical and virtual platforms, where companies advance business relationships and generate learning experiences and customer engagement. Participants look for solutions to problems and frequently innovation is a consequence of the engagement and learning processes. Yet, while the physical trade fair is instrumental for human personal interaction, namely, to establish informal networks of contacts and face-to-face interactions, virtual trade fairs are highlighted as a catalyst to foster interactivity and connectivity before and after the physical trade fair.

Research limitations/implications

The study endures limitations that may be addressed by future research. For example, studies in similar contexts and in other settings (e.g. different industries) are warranted.

Practical implications

The study offers wide-ranging implications for the principal agents from the trade fair industry: trade fair organizers, exhibitors and visitors.

Originality/value

This research constitutes a preliminary attempt to understand the association between physical and virtual trade fairs and contributes to the discourses on customer engagement and the underlying notion of service ecosystems in the trade fair environment. In particular, the study looks at the role and connections that each platform plays for organizers and participants providing important insights into improving physical and virtual trade fair participation strategies.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 28 December 2023

Cláudia Rafaela Saraiva de Melo Simões Nascimento, Adiel Teixeira de Almeida-Filho and Rachel Perez Palha

This paper proposes selecting a construction project portfolio in the context of a public institution, which makes it possible to assess quantitative and qualitative criteria…

154

Abstract

Purpose

This paper proposes selecting a construction project portfolio in the context of a public institution, which makes it possible to assess quantitative and qualitative criteria, thereby meeting the needs of the institution and the existing constraints.

Design/methodology/approach

The research design follows a framework using technique for order preference by similarity to ideal solution (TOPSIS) associated with integer linear programming.

Findings

The method involves a flow of assessments allowing criteria and weights to be elicited where outcomes are based on the experts' intra-criteria assessment of alternatives and decision-makers' inter-criteria assessment. This is of utmost interest to public organizations, where selections must result in benefits and lower costs, integrating the experts' technical and management perspectives.

Social implications

Public institutions are characterized by having limited financial and personnel resources for project development despite having a high demand for requests not associated with profits, making it essential to have a framework that enables using multiple criteria to better evaluate the benefits related to these decisions.

Originality/value

The main contributions of this article are: (1) the proposition of a framework for selecting construction project portfolios considering the organization's strategic needs; (2) identifying quantitative and qualitative assessment criteria for project selection; (3) integrating TOPSIS with an optimization process for selecting the construction project portfolios and (4) providing a structured decision process for selecting the portfolio that best represents the interests of the institution within its limited resources and personnel.

Details

Engineering, Construction and Architectural Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0969-9988

Keywords

Available. Open Access. Open Access
Article
Publication date: 24 October 2022

Veronica Vitali, Claudia Bazzani, Annamaria Gimigliano, Marco Cristani, Diego Begalli and Gloria Menegaz

This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior…

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Abstract

Purpose

This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior and eventually trade show performance.

Design/methodology/approach

The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business trade shows and how their satisfaction and perception can be related to exhibition performance. The authors also take into consideration technological trends that prior to COVID-19 pandemics were slowly emerging in the trade show industry.

Findings

The findings highlight a continuity between pre-, at and postexhibition phases. Visitors’ behavior represents a signal of how a trade show is perceived as postexhibition purchases and next visit emerge as signals of an exhibition evaluation in relation to visitors’ perception. Besides being urgent tools for the continuity of the sector due to the pandemics, emerging technological trends can be key elements in understanding visitors’ behavior and in boosting their interest and loyalty toward trade shows.

Originality/value

The paper proposes a conceptual model including top notch and innovative technological trends to improve the understandment of visitors’ behavior. Both practitioners in companies and academics might find the study useful, given the digital uplift generated by the pandemics.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

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Book part
Publication date: 27 August 2014

Maria Sarmento, Cláudia Simões and Minoo Farhangmehr

This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual…

Abstract

This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual foundation for investigating B2B interactions, particularly in the context of the trade fair. The trade fair is presented as a privileged field for relationship building and development, where socialization episodes occupy a relevant role. Data were gathered through observations, interactions, and interviews, spread over a twelve-month field-study of participants at trade fairs, and their comments analyzed within a framework of relationship building. Insights revealed include the importance of innovation versus relational interactions; the informality of interactions; the opportunity for information exchange and learning; social interactions, and relationship development. The chapter concludes by considering that a relationship marketing strategy to B2B trade fair participation is vital for the effectiveness of this business activity and a challenge for exhibitors, visitors, and trade fair organizers.

Details

Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

Keywords

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Article
Publication date: 1 December 2001

Cláudia Simões and Sally Dibb

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has…

18934

Abstract

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.

Details

Corporate Communications: An International Journal, vol. 6 no. 4
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 25 May 2012

Cláudia Simões and Katy J. Mason

Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This…

2727

Abstract

Purpose

Firms face the challenge of working with other firms in their business network so as to increase the value of products and services offered to end customers and consumers. This often requires managers to invest in developing strong and effective business‐to‐business relationships. While an extensive literature examines the different dimensions of successful business‐to‐business relationships, little research examines how perceived corporate identity is likely to influence market relationships. This paper aims to explore how a buyer and supplier draw on their own identities and the identities of each other in ways that enable them to develop a basis on which to conceptualise and operationalise a strategic sourcing relationship. Specifically, the paper seeks to investigate the emergent relationship identity that results from buyer‐seller interactions.

Design/methodology/approach

The paper uses an in‐depth, longitudinal case study of a buyer‐supplier relationship which involves an engineering buyer and design services supplier.

Findings

The study suggests that the corporate identity of companies involved in a relationship has a prominent role in informing and moulding the relationship. Further, the strategic scope of the analysed business relationship adds to the significance of corporate identity in informing the relationship and, ultimately, the business policy. Finally, a key contribution is the notion of “relationship identity”. Relationship identity conveys the idea that when companies develop a continuous relationship, the relationship itself has a unique identity.

Research limitations/implications

The research findings are based on a single case study. Additional research across multiple case studies is needed in order to verify the findings reported.

Originality/value

This paper addresses a gap in the literature concerning the areas of the role of corporate identity in business relationship development. The findings are important to research and practice with regard to how companies develop successful business‐to‐business relationships.

Details

European Journal of Marketing, vol. 46 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 3 September 2024

Cassandra France, Claudia Fernanda Gonzalez-Arcos, Anne-Maree O’Rourke, Amanda Spry and Bronwyn Bruce

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand…

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Abstract

Purpose

While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars.

Design/methodology/approach

The paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework.

Findings

Beyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action.

Practical implications

The BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations.

Social implications

As more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world.

Originality/value

This work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.

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