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dc.contributor.authorSkaalsvik, Hugo
dc.contributor.authorOlsen, Bjørn
dc.date.accessioned2018-02-12T12:54:50Z
dc.date.available2018-02-12T12:54:50Z
dc.date.issued2015
dc.description.abstractThis paper shows and discusses a typology of service brands at the corporate level. The typology emerges from a combination of two constructs: ‘customer base’ and ‘competitive environments’. The service brands are conceptualized as modes of maintenance, surveillance and dynamic changes, which are shown in a 2x2 matric. The service brand typology is discussed, and the paper explains that dynamic change is preferred in turbulent, competitive, complex and dynamic environments with a shifting and dynamic customer base. A set of implications is offered, i.e. theoretically that a high degree of customer and competitor focus is in alignment with the service brand conceptualized as dynamic change. The paper contributes to the extant knowledge of service branding by its discussion of a typology of service brands at the company brand level in service enterprises.en_US
dc.identifier.citationSkaalsvik, H., Olsen, B. Service branding: the development of a typology of service brands at the corporate level. Problems & Perspectives in Management. 2015;13(4):53-62en_US
dc.identifier.cristinIDFRIDAID 1316026
dc.identifier.issn1727-7051
dc.identifier.issn1810-5467
dc.identifier.urihttps://hdl.handle.net/10037/12124
dc.language.isoengen_US
dc.publisherBusiness Perspectivesen_US
dc.relation.journalProblems & Perspectives in Management
dc.rights.accessRightsopenAccessen_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210en_US
dc.subjectVDP::Social science: 200::Economics: 210en_US
dc.titleService branding: the development of a typology of service brands at the corporate levelen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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