Blar i forfatter "Olsen, Bjørn"

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    • Service branding: the development of a typology of service brands at the corporate level 

      Skaalsvik, Hugo; Olsen, Bjørn (Journal article; Tidsskriftartikkel; Peer reviewed, 2015)
      This 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 ...

    • Service branding: the role of innovative brand leadership 

      Skaalsvik, Hugo; Olsen, Bjørn (Journal article; Tidsskriftartikkel; Peer reviewed, 2014-10-21)
      This paper suggests and discusses a set of components which, the authors argue, will impact innovative brand leadership performance at the level of an individual service enterprise. The research design represents a holistic and systemic perspective to service branding and the methodology employed is conceptual desk research. A systemic model is suggested which depicts five influential components of ...