Leveraging Service Science for Strategic Marketing: A Case Study of a Canadian Mattress Company

Abstract

This study utilizes a service science perspective to elaborate on the strategic marketing plan of a Canadian mattress company. Founded in 2014, the company has transformed the mattress industry’s traditional product-centric paradigm by adopting a service-dominant logic and employing service systems thinking to fuel its competitive advantage. The research investigates how the company has incorporated concepts from service science, including value co-creation, customer involvement, and tailored solutions, into its marketing approach. The article highlights the importance of service science in developing strategic marketing approaches that work for creative, tech-driven companies by examining the company’s target market identification, marketing mix, and competitive positioning. The results offer valuable insights into the strategic use of service science in the contemporary, digitally-enabled marketplace for both scholars and practitioners.