Moving Service Research Forward

Huang, Ming Hui; Malthouse, Edward C.; Noble, Stephanie; Wetzels, Martin

doi:10.1177/10946705211040022

Cited by 26 publications

(41 citation statements)

References 10 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Profit) to the creation of value for a broader set of stakeholders (i.e. People, Planet and Profit; Huang et al. , 2021; van Riel et al ., 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

“…, 2021; van Riel et al ., 2021). This move is partially urged by the United Nations' Sustainable Development Goals (SDGs) and the Environmental, Social, Governance (ESG) metrics (Huang et al. , 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

“…customers, employees), families, communities, and even the larger society or ecosystem (Anderson et al, 2013;Leroi-Werelds, 2019). This is related to concepts such as sustainability (Huang et al, 2021), corporate social responsibility (Alhouti et al, 2016), and ethicality (Iglesias et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Profit) to the creation of value for a broader set of stakeholders (i.e. People, Planet and Profit; Huang et al, 2021;van Riel et al, 2021). This move is partially urged by the United Nations' Sustainable Development Goals (SDGs) and the Environmental, Social, Governance (ESG) metrics (Huang et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…People, Planet and Profit; Huang et al, 2021;van Riel et al, 2021). This move is partially urged by the United Nations' Sustainable Development Goals (SDGs) and the Environmental, Social, Governance (ESG) metrics (Huang et al, 2021). However, recent research shows that consumers also encourage firms to focus on transformative value since "consumers' sustainability-focused behaviors drive the market for sustainable products and services" (van Riel et al, 2021, p. 389) and firms are more likely to change their positioning when consumers change their value priorities (Leroi-Werelds et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Transformative value positioning for service brands: key principles and challenges

Leroi‐Werelds

Matthes

2022

JOSM

View full text Add to dashboard Cite

PurposeThe aim of this paper is to integrate insights from service, branding and communication research to present key principles of a successful transformative value positioning for service brands.Design/methodology/approachThis paper uses a conceptual approach that is rooted in the service, branding and communication literature.FindingsThe contribution of this paper is threefold. First, this paper explains why positioning a service brand is different from positioning a product brand and why this is especially challenging in case of transformative value. Second, an organizing framework is used to theorize that a successful transformative value positioning is based on the organizational DNA; is consistently implemented in actions, communications, employee behavior, and servicescapes; and inspires customer engagement. Based on this framework, this paper formulates key principles of a successful transformative value positioning for service brands. Third, this paper provides a research agenda to guide and stimulate future research.Practical implicationsThe key principles provide guidelines for managers striving for a transformative value positioning. Not adhering to these guidelines could have severe implications for service brands in terms of washing perceptions ultimately deteriorating the brand image.Originality/valueThis paper combines insights from service, branding and communication research to provide a comprehensive and balanced perspective on a successful transformative value positioning for service brands.

show abstract

“…Profit) to the creation of value for a broader set of stakeholders (i.e. People, Planet and Profit; Huang et al. , 2021; van Riel et al ., 2021).…”

Section: Transformative Value Positioningmentioning

confidence: 99%

Section: Transformative Value Positioningmentioning

confidence: 99%