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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 6/2017

13-07-2017 | Editorial

Organizational service strategy

Authors: Michael K. Brady, Todd Arnold

Published in: Journal of the Academy of Marketing Science | Issue 6/2017

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Excerpt

The importance of service strategy to organizational performance is without question. As early as the 1960s, marketing and business scholars emphasized the criticality of being able to go beyond the physical product to set one’s offerings apart from the competition. As Theodore Levitt noted, given the manufacturing (and benchmarking) capabilities of many organizations, the ability to distinguish a firm’s product solely through physical characteristics and performance is largely obsolete, and it is now an organization’s ability to go beyond the physical product in relation to such things as packaging, advertising, and service that helps to truly differentiate their offerings from the competition. …
next article Service crisis recovery and firm performance: insights from information breach announcements

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Footnotes
1
See the Office of the U.S. Trade Representative at www.​ustr.​gov.
 
3
It should be noted that the premise of Singh et al. (2017) is that the critical element of the service encounter is the intersection of interactions and interfaces, which is inherent in virtually any study context. Here, for brevity, we are just highlighting the key element of the prominent focus of the work.
 
Literature
Albrecht, A. K., Walsh, G., Brach, S., Gremler, D., & van Herpen, E. (2017). The influence of service employees and other customers on customer unfriendliness: A social norms perspective. Journal of the Academy of Marketing Science, 45(6).
Ding, Y., & Keh, H. T. (2017). Consumer reliance on intangible versus tangible attributes in service evaluation: The role of construal level. Journal of the Academy of Marketing Science, 45(6).
Dong, B., & Sivakumar, K. (2017). Customer participation in services: Domain, scope and boundaries. Journal of the Academy of Marketing Science, 45(6).
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6).
Hogreve, J., Bilstein, N., & Mandl, L. (2017). Unveiling the recovery time zone of tolerance: When time matters in service recovery. Journal of the Academy of Marketing Science, 45(6).
Huang, M.-H., & Rust, R. T. (2017). Technology-driven service strategy. Journal of the Academy of Marketing Science, 45(6).
Rasoulian, S., Gregoire, Y., Legoux, R., & Senecal, S. (2017). Service crisis recovery and firm performance: Insights from information breach announcements. Journal of the Academy of Marketing Science, 45(6).
Singh, J., Brady, M., Arnold, T., & Brown, T. (2017). The emergent field of organizational frontlines. Journal of Service Research, 20(1), 3–11.CrossRef
Umashankar, N., Bhagwat, Y., & Kumar, V. (2017). Do loyal customers really pay more for services? Journal of the Academy of Marketing Science, 45(6).
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23.CrossRef
Wieland, H., Hartmann, N., & Vargo, S. (2017). Business models as service strategy. Journal of the Academy of Marketing Science, 45(6).
Metadata
Title
Organizational service strategy
Authors
Michael K. Brady
Todd Arnold
Publication date
13-07-2017
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 6/2017
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-017-0555-4

Other articles of this Issue 6/2017

Journal of the Academy of Marketing Science 6/2017 Go to the issue

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Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

CONCEPTUAL/THEORETICAL PAPER

Customer participation in services: domain, scope, and boundaries

ORIGINAL EMPIRICAL RESEARCH

Service crisis recovery and firm performance: insights from information breach announcements

ORIGINAL EMPIRICAL RESEARCH

Consumer reliance on intangible versus tangible attributes in service evaluation: the role of construal level

Original Empirical Research

Do loyal customers really pay more for services?

Conceptual/Theoretical Paper

Business models as service strategy