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  • 1. Diaz-Mendez, Montserrat
    et al.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Value co-creation and university teaching quality Consequences for the European Higher Education Area (EHEA)2012In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826, Vol. 23, no 4, p. 571-592Article in journal (Refereed)
    Abstract [en]

    Purpose - The purpose of this paper is to investigate value co-creation in assessing higher education (HE) teaching quality by acknowledging the influence of all interacting parties: teachers, students and general university service. The paper questions the appropriateness of student satisfaction surveys for assessing lecturer performance. Design/methodology/approach - By introducing co-creation and interaction between several stakeholders the paper deals with a complex problem which is best addressed through multiple approaches. The paper uses a literature review of HE quality together with empirical case study research of one university based on data from documents, student surveys and interviews with lecturers. The data are interpreted in the light of the recent theory of service (S-D) logic and many-to-many marketing. Findings - The paper highlights the complexity of HE service and recommends that EHEA assumes a co-creation perspective. Resources are provided by lecturers, students and university service which require an interactive approach through which the parties integrate these resources. The information asymmetry between lecturers and students invalidates student satisfaction surveys as an instrument to assess teaching quality. The complexity of HE teaching cannot be boiled down to a single number that forms the ground for comparison between lecturers. Originality/value - The paper offers a more valid perspective on HE quality by applying the concepts of value co-creation and resource integration. It shows that the current one-sided student evaluation of teachers is inadequate.

  • 2.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    2B or not 2B: That is the question2011In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 40, no 2, p. 190-192Article in journal (Refereed)
  • 3.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Abandonemos el marketing de servicios - entremos en el marketing del servicion2010In: Pon en Marcha tus Ideas / [ed] Vázquez Burguete, J. L. and García Miguéles, M.P, León: University of León , 2010Chapter in book (Other academic)
  • 4.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Access to reality:: observations on observational methods2007In: Qualitative Market Research, Vol. 10, no 2, p. 130-134Article in journal (Refereed)
  • 5.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    All Research Is Interpretive!2003In: Journal of Business and Industrial Marketing, ISSN 0885-8624, Vol. 18, no 6-7, p. 482-492Article in journal (Refereed)
    Abstract [en]

    This article advocates recognition of interpretive elements in business research and the need for improvement of the researcher’s interpretive skills. The scientific tradition specifically concerned with interpretation is called hermeneutics. However, interpretation exists in all types of scientific studies, be they quantitative or qualitative. The article presents lessons from hermeneutics and spells out the interpretive content of research in general and with specific focus on business-to-business marketing. Interpretive methods, when applied to business, are characterized by efforts to understand the complexity of the business world and its products, services and markets, and to add meaning to strategies, actions and events. A set of methods designated interactive research is discussed. These are more inspired by the humanities, sociology, anthropology and modern natural sciences than by the social sciences research paradigm as it is currently applied in most mainstream research in marketing.

  • 6.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Are Current Research Approaches in Marketing Leading Us Astray?2001In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 1, no 1, p. 27-48Article in journal (Refereed)
  • 7.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Are You Looking Forward to Your Surgery?2001In: Managing Service Quality, ISSN 0960-4529, E-ISSN 1758-8030, Vol. 11, no 1, p. 7-9Article in journal (Refereed)
  • 8.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Att fånga direkthandelns själ2007In: Direkthandel, Liber, Malmö, Sweden , 2007Chapter in book (Other academic)
  • 9.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Book Review of Håkansson, H. et al., Business in Networks2010In: Journal of Business-to-Business Marketing, ISSN 1051-712X, E-ISSN 1547-0628, Vol. 17, no 3, p. 308-316Article, book review (Other academic)
  • 10.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Case Study Research2007In: The Principles of Knowledge Creation: Research Methods in the Social Sciences, Edward Elgar: Cheltenham, UK , 2007Chapter in book (Other academic)
  • 11.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Case study research and network theory:: Birds of a feather2007In: Qualitative Research in Organizations and Management, Vol. 2, no 3, p. 226-248Article in journal (Refereed)
  • 12.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Commentary on The role of innovation in driving the economy: Lessons from the global financial crisis2014In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 67, no 1, p. 2743-2750Article in journal (Refereed)
    Abstract [en]

    This commentary reacts to an article by Hausman and Johnston advocating innovation and entrepreneurship as keys to solving the current global financial crisis published in this special issue. The commentary is a valuable resonance board for my own ideas that, in some respects, deviate from those of the authors. I start from a partially different paradigm than the authors, as my theoretical platform is a new science of marketing and service that emerged during the 2000s. I find many of the suggestions logical and thoughtful, but primarily academic and US-centric. Will they work in practice, and especially on a global scale? I think the suggested solutions will work under certain conditions, but the world is imperfect and the necessary conditions are often absent. For example, the article shows confidence in the ability of governments to regulate and control and of research to contribute with more advanced metrics. Here I have doubts. I also find economic and management disciplines require new aspects for proposed solutions to work. Among these new aspects are the lack of genuine corporate social responsibility, growing corruption and crime, and the role of financial leaders whose behavior opened a new research field called corporate psychopathy.

  • 13.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Co-reating value with customers and other stakeholders: On a paradigm shift in marketing and service2010Conference paper (Refereed)
  • 14.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Customer centricity: reality or a wild goose chase?2008In: European Business Review, Vol. 20, no 4, p. 315-330Article in journal (Refereed)
  • 15.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Customer-to-customer interaction in service development: A many-to-many approach2006In: Involving customers in new service development / [ed] Bo Edvardsson, Anders Gustafsson, Per Kristensson, Peter Magnusson, Jonas Matthing, London: Imperial College Press, 2006, p. 77-98Chapter in book (Other academic)
  • 16.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    eCRM and hCRM: martial rivalry or marital bliss2001In: eCRM—electronic customer relationship management: management der kundenbeziehungen im internet-zeitalter / [ed] Andreas Eggert, Georg Fassott, Stuttgart: Schäffer-Poeschel Verlag , 2001, p. 109-127Chapter in book (Other academic)
  • 17.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Exit Services Marketing – Enter Service Marketing2007In: The Marketing Book, Butterworth-Heinemann, Oxford , 2007Chapter in book (Other academic)
  • 18.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Exit Services Marketing - Enter Service Marketing2007In: Journal of Customer Behaviour, Vol. 6, no 2, p. 113-141Article in journal (Refereed)
  • 19.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Extending the New Dominant Logic: From Customer Centricity to Balanced Centricity.2008In: Commentary for Special Issue of The Journal of the Academy of Marketing Science (JAMS) on the New Dominant Logic, Vol. 36, no 1, p. 15-17Article in journal (Refereed)
  • 20.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Fallstudiebaserad forskning2003In: Kunskapande metoder inom samhällsvetenskapen / [ed] Bengt Gustavsson, Lund: Studentlitteratur, 2003, 1. uppl., p. 115-154Chapter in book (Other academic)
  • 21.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School.
    From relationship marketing to total relationship marketing and beyond2017In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 31, no 1, p. 16-19Article in journal (Refereed)
    Abstract [en]

    Purpose - This paper aims to emphasize the need for generation of more general, abstract and grand theory in marketing by synthesizing relationship marketing and other developments and to address complexity instead of fragmented bits of marketing. Design/methodology/approach - This study is a discourse based on new theoretical developments, literature and personal reflection. Findings - Relationships, networks and interaction constitute the core of marketing. Research limitations/implications - Future focus on theory generation and complexity through case study research and not on fragmented quantitative surveys and hypotheses testing. When complexity is better understood, boil it down to actionable simplicity in the form of mid-range theory. Practical implications - Research in marketing is there to be used in real life; it is not an academic parlor game. The paper addresses complexity instead of shunning it, search for the core of marketing and offer simplification as mid- range theory (checklists, heuristics, etc.) and with focus on decisions, action and results. Originality/value - Going from the current fragmented approach of marketing to a holistic and theory-based approach, linking theory with practice.

  • 22.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Implementing the marketing concept: from service and value to lean consumption2006In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 6, no 3, p. 291-293Article in journal (Refereed)
  • 23.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Kundorientering – bara ett hjärnspöke?2008In: Marknadsorientering – myter och möjligheter, Liber, Malmö , 2008Chapter in book (Refereed)
  • 24.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Life Is A Network of Relationships - And So Is Tourism2007In: Advances in Tourism Marketing Conference, Valencia, Spain, September, 2007Conference paper (Other academic)
  • 25.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Many-to-many marketing as grand theory: A Nordic school contribution2006In: The service-dominant logic of marketing: dialog, debate, and directions / [ed] Robert F. Lusch, Stephen L. Vargo, Armonk, N.Y.: M. E. Sharpe, 2006, p. 339-353Chapter in book (Other academic)
  • 26.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Many-to-many marketing: från one-to-one till many-to-many i nätverksekonomins marknadsföring : att se marknadsföringen genom nätverksglasögon2004Book (Other academic)
  • 27.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Marketing de relacionamento total2010Book (Other academic)
  • 28.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Marknadsföring och direkthandel i det värdeskapande nätverks-samhället2007In: Direkthandel, Liber, Malmö, Sweden , 2007Chapter in book (Other academic)
  • 29.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Marknadsföringens ekonomistyrning2001In: Controllerhandboken / [ed] Lars A. Samuelson, Stockholm: Sveriges verkstadsindustrier (VI) , 2001, 7., [utök. och omarb.] utg.Chapter in book (Other academic)
  • 30.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Marknadsföringens ekonomistyrning2004In: Controllerhandboken / [ed] Lars A. Samuelson, Stockholm: Teknikföretagen , 2004, 8. [rev] utg., p. 637-679Chapter in book (Other academic)
  • 31.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Practical Value of Adequate Marketing Management Theory 2002In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 36, no 3, p. 325-349Article in journal (Refereed)
    Abstract [en]

    This is a critical discourse on marketing management textbooks and their presentations of general marketing theory. These books claim to be general, complete and up-to-date, although the base of “textbook theory” is consumer goods mass marketing, a minority of all marketing if compared to services and B-to-B marketing. Seminal developments over the past decades in services marketing, quality management, relationship marketing and CRM are treated as special cases although they intervene in all types of marketing. The article claims that marketing management has become stereotyped on a derelict foundation in commodity-like textbooks. It ends with guidelines on how research in marketing could reinvent itself to the benefit of both academics and practitioners.

  • 32.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School.
    Productivity, quality and relationship marketing in service operations: A revisit in a new service paradigm2014In: International Journal of Contemporary Hospitality Management, ISSN 0959-6119, E-ISSN 1757-1049, Vol. 26, no 5, p. 656-662Article in journal (Refereed)
    Abstract [en]

    Purpose - This article aims to look at the evolution of service management and marketing through three paradigms, the latest prescribing a new logic of service, to comment on a previously published article (Gummesson, 1998) on productivity, quality and relationship marketing in service operations. Design/methodology/approach - The article takes the form of a critical review on productivity, quality and relationship marketing in service operations. Findings - The article suggests that practitioners and scholars in the hospitality field should pay close attention to the new logic of service. Research limitations/implications - The analysis of the 1998 article shows that many of the essential issues are still valid but others need to be amended or dropped. When the original article is cited, it is imperative that researchers consider this. Originality/value - This article shows that the new service logic, Paradigm 3, offers a synthesis of the best of earlier research and discards what is no longer or never was viable. It is a new theory on a higher level but it has an open code and keeps developing. Scholars in the hospitality field are invited to make contributions.

  • 33.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Qualitative research in marketing: roadmap for a wilderness of complexity and unpredictability2005In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 39, no 3/4, p. 309-327Article in journal (Refereed)
  • 34.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Quality in the Value-Creating Network Society2007In: QMOD Annual Conference, Lund University, June, 2007Conference paper (Other academic)
  • 35.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Quality Research in Management: addressing Complexity, Context and Persona2006In: Management Decision, ISSN 0025-1747, E-ISSN 1758-6070, Vol. 44, no 2, p. 167-179Article in journal (Refereed)
  • 36.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Quality, service-dominant logic and many-to-many marketing.2008In: The TQM Journal, Vol. 20, no 2, p. 143-153Article in journal (Refereed)
  • 37.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Reflections on Healthcare Systems in the Light of a New Science of Service.2010Conference paper (Refereed)
  • 38.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship Marketing and a New Economy: it's Time for De-Programming2002In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 16, no 7, p. 585-589Article in journal (Refereed)
  • 39.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Relationship marketing: from CRM and one-to-one to many-to-many networks2006In: Marketing: broadening the horizons / [ed] Stefan Lagrosen, Göran Svensson, Lund: Studentlitteratur, 2006Chapter in book (Other academic)
  • 40.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship Marketing in the New Economy.2002In: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 1, no 1, p. 37-57Article in journal (Refereed)
  • 41.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Relationship marketing: It all happens here and now!2003In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 3, no 1, p. 167-169Article in journal (Refereed)
  • 42.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Relationships and Networks in Tourism Marketing2008In: Keynote presentation at the United Nations Organization for Tourism, Vilnius, Lithuania., 2008Conference paper (Other (popular science, discussion, etc.))
  • 43.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Return on Relationships (ROR): the Value of Relationship Marketing and CRM in Business-to-Business Contexts2004In: Journal of Business and Industrial Marketing, ISSN 0885-8624, Vol. 19, no 2, p. 136-148Article in journal (Refereed)
  • 44.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    Service in a Complex, Value-Creating Network Society2007In: Service Excellence – Innovative aspect on the creation of outstanding services: Festschrift for the 60th birthday of Bernd Stauss, 2007Chapter in book (Other academic)
  • 45.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
    Service Provision Calls for Partners Instead of Parties2004In: Journal of Marketing, ISSN 0022-2429, Vol. 68, no 1, p. 20-21Article in journal (Refereed)
  • 46.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Sveket mot konsumenterna2004In: Den undflyende sanningen: [en vänbok till Åke Ortmark] / [ed] Eva Norlin, Sten Westerberg, Peter Wolodarski, Stockholm: SNS förlag, 2004Chapter in book (Other academic)
  • 47.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    The Future of Service Is Long Overdue2010In: Handbook of service science / [ed] Maglio, P. P., Kieliszewski, C. A., & Spohrer, J. C, New York: Spring , 2010Chapter in book (Other academic)
  • 48.
    Gummesson, Evert
    Stockholm University.
    The global crisis and the marketing scholar2009In: Journal of Customer Behaviour, Vol. 8, p. 119-135Article in journal (Refereed)
  • 49.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    The new service marketing2010In: Marketing Theory - A Student Text / [ed] Baker, M.J. and Saren, M, London: Sage , 2010Chapter in book (Other academic)
  • 50.
    Gummesson, Evert
    Stockholm University, Faculty of Social Sciences, School of Business.
    The new service marketing2010Conference paper (Refereed)
12 1 - 50 of 68
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