Pesquisa em serviços de metodologia: do estudo de caso em pesquisa à teoria

In this essay Prof. Evert Gummesson, Professor Emeritus at the Stockholm Business School (SBS) and pioneer in the studies in the fields of service, presented the use of case studies in academic research from a European perspective. The article was built through the perspective of service research that evolved to a strategic paradigm more recently. The essay stresses the importance and the proper use of case studies in academic research.Neste ensaio o Prof. Evert Gummesson, Professor Emérito da Stockholm Business School (SBS) e pioneiro nos estudos do tema de serviços, apresenta o uso de estudos de caso na pesquisa acadêmica a partir de uma perspectiva européia. O artigo foi construído na pespectiva da pesquisa em serviços que evoluiu para um paradigm estratégico mais recentemente. Este ensaio estressa a importância e o uso apropriado dos estudos de caso na pesquisa acadêmica

Balanced centricity: deinstitutionalizing the arts sector

Balanced centricity (BC) is a concept that removes the customer from the central position in a network, thereby allowing other actors to engage in it more fully. Changing the central position of the customer or the role of the firm as the main decision-maker in a market represents a deinstitutionalization process that breaks with very institutionalized norms / institutions in most traditional markets. Nevertheless, new collaborative contexts like crowdfunding represents a growing formula in which the described deinstitutionalization process is taking place.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech

Balanced Centricity and Triads: Strategies to reach ecosystem equilibrium in the arts sector.

Política de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/2818Purpose – The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem. According to S-D logic literature, the triad structure and the institutions that dominate the triads determine the evolution into ecosystem, remain as triad or die. “Balanced centricity” is considered a desirable institution that increases the possibility of transforming triads into ecosystems through marketing equilibrium. Methodology– The authors apply a conceptual approach to develop a framework for deepening understanding about triads structures from the institution´s perspective (balanced centricity). Qualitative case study research was conducted using different methods of data generation including personal interviews and netnography analysis in the arts sector. Three case studies were developed, one for each triad structure: Sotheby´s, Patreon and Vibuk. Findings –New business models start being a triad and it is a strategic option to evolve into a ecosystem. In this sense, authors argue for considering balanced centricity as an institution that enables the ecosystems to arise. From this perspective, balanced centricity can be considered a strategy that helps to balance and reach positive relationships among actors, enabling the process to become a “balance triad structure”. Research limitations/implications (if applicable) – The paper is a conceptual work that combines with an empirical approach. The empirical approach considers three success cases on the arts context. Considering other contexts different from arts industry would be useful to add new perspectives to the theory development

Co-patenting, co-ownership, and co-ideation as drivers for university business innovation: the case of public universities in Spain

Purpose: This paper explores whether, in the context of university–industry (U–I) collaboration, new innovation strategies can be developed through actors' interactions, the exchange of resources and the co-creation of value for and within the system. In the context of the U–I relationship, the innovation perspective can highlight the need to develop strategies that elicit new formulas of value co-creation, which then facilitate innovation as a result of actor collaboration. Design/methodology/approach: A total of 45 public universities in Spain, representing 95% of the total, participated in qualitative research. Personal in-depth interviews with technology transfer officers (TTOs) were conducted by an external firm; in a second phase, two of the researchers conducted eight interviews with the directors of TTOs in those universities with higher rates of transfer. Findings: Findings reveal that enterprises with a technological focus are strengthening their relationships with universities and attempting to build a university business ecosystem by designing strategies for value co-creation such as co-ownership, co-patenting, and co-invention. Research limitations/implications: The empirical research is conducted in Spain, and results should be interpreted according to this context. Future research should examine new contexts (other countries) to improve the robustness of the data and enrich the results, thus enabling generalization of the management consequences. Originality/value: The results provide a means to design strategies under a new collaborative and innovating logic. The theoretical framework contributes to theory, with implications for management.The authors thank Gorka Artola, Ivan Martínez, Manel Arrufat, Xavier Vallvé, Jesús Banqueri, Antonio Peñafiel and Marina Rosales and all the universities in the sample for sharing their experience and knowledge in the development of the present research. // Funding for open access charge: Universidad de Málaga / CBU

Corporate image: a service recovery perspective

This article explores direct and indirect antecedents that contribute to corporate image formation in a service recovery context. Two studies were carried out in Egypt. Study 1 comprises 29 semistructured interviews with complainants of mobile phone network service providers in Egypt. Study 2 encompasses a mail survey of another 437 complainants. Findings reveal the importance of perceived justice, namely, interactional justice, in corporate image formation, as well as the mediating role of satisfaction with service recovery in the perceived justice-corporate image relationship. Results also reveal two empirical relationships: problem solving as a determinant of distributive justice and follow-up as a driver of procedural justice. Accordingly, this study contributes to the service field by providing the first empirical evaluation of new direct and indirect antecedents of corporate image formation in a service recovery context. Managerial recommendations are provided that encourage service practitioners to emphasize perceived justice and satisfaction with a service recovery process to enhance the company’s image. Additionally, companies should invest in implementing problem solving and follow-up as service recovery strategies since both significantly enhance perceived justice