The issue of green entrepreneurship has been receiving a great deal of attention. The purpose of this chapter is to indicate the importance of green entrepreneurs in the quintuple helix model with a supportive role of sustainability-oriented innovation intermediaries. In order to create a detailed review of the critical points of current knowledge on relationship between green entrepreneurship and the quintuple helix model, we employ a systematic literature review methodology. Thereby, the arguments based upon broadly accepted facts are presented and systematized.

This article focuses on the benefits of guarantees offered by law firms, as professional service firms. Can law firms even offer service guarantees, since lawyers can't guarantee an outcome? This research expands the current knowledge on service guarantees in the context of legal services. It proves that service guarantees are considered effective means for service firms to attract and retain customers and gain a competitive edge in the marketplace. This article integrates two approaches-conceptual and empirical. The conceptual discussion of the paper draws attention on existing research and integrates the professional services (legal) and service guarantees domains. The empirical part of this study announces two examples of law firms from real business world, which are innovators in introducing their ways of doing business by service guarantees.

Purpose This paper aims to improve the service discipline’s understanding of the unique challenges and opportunities that services marketers encounter in Central, Eastern and Southeastern Europe (CESEE) and Post-Soviet states. This paper also serves as an introduction to the special section about services marketing perspectives in this region. Design/methodology/approach Considering the Post-Soviet reality, the paper is a viewpoint regarding the specific development potential of services marketing in the CESEE region. In addition, the three papers included in the special section use a variety of research methods, participants and service settings. Findings First, this paper outlines the positive and negative consequences of the radical changes in the services markets over the past 30 years. Next, all three papers included in the special section explore the distinctive customer perspective of services marketing. Finally, this paper discusses the specific relationship building environment of the Post-Soviet reality and how its unique do-it-yourself background contributes to the existing discussion on consumers’ involvement in the co-creation of value. Research limitations/implications The findings from this special section have valuable implications for future research on services marketing in the CESEE markets, although these may not always be generalizable beyond the unique context of the research detailed in each of these papers. Practical implications This research, along with the three papers, presents some useful directions for services marketing managers cooperating with the CESEE markets, such as understanding and managing the expectations of their customers or employees. Originality/value This paper is one of the first attempts to understand the uniqueness of the under-researched area of services marketing in the CESEE and Post-Soviet States, both from a theoretical and empirical point of view. This also provides previously under-represented authors from the region the opportunity to present their perspective to an international service community.

JEL classificationA10, B40, O11, O12Keywords service sector, development strategy, economic growth, methodology of development Abstr actPresently, the globalization in trade and in capital markets forced service organizations to extend the range of service functions to meet globally accepted standards in a single economic system. However, not all service companies are the same. Globalization has different implications for different types of services and is affected by the nature of the process involved in creating and delivering a given service. The aim of this paper is to define strategies and enduring patterns of action for service sector entities such as: a set of reliable rules, means and reactions as well as to define new methods of performance through analysis and logical conclusions that arise from the laws and dependence between economic values. All the factors have significance in terms of the growth in services thus in the growth of the whole economy in general.

Business schools are increasingly concerned about retaining and recruiting new students. We examine interactions among marketing students to consider their consequences on student satisfaction. This article’s objective is to determine the drivers of satisfactory and dissatisfactory student-to-student interactions by employing a critical incident technique. In doing so, this study identifies three groups (group assignments, peer relations, and outcomes) and 11 categories of satisfiers and dissatisfiers. The study’s findings advance the understanding of the impact of students-to-student interactions on student satisfaction and illustrate the importance of the management of these interactions in the context of marketing education.