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Purpose– This paper aims to investigate the role of service modularity in developing and deploying efficient services, while at the same time meeting diverse customer needs. The analysis distinguishes between different service types and sets forth key issues for service modularization, identifying supporting resources (both internal and customer) and associated modular strategies for the different types.Design/methodology/approach– The study design used an exploratory case study approach, focusing on three Swedish manufacturing firms that are moving toward an increased service focus (service infusion). Data were collected through interviews and focus groups, and the collected data were analyzed independently, before being merged and synthesized in a cross-case analysis. Themes and patterns were extracted and linked to the theoretical framework following a systematic combining process.Findings– This study contributes insights to the emerging field of service modularity by investigating process modularization and modular strategies. A framework is put forward outlining modular strategies for four different service types covering both a passive and an active role for a customer. From a theoretical point of view, the role of the customer is added to the discussion to advocate for the necessity of a co-creative perspective in service modularity.Originality/value– This article contributes to the emerging research field of service modularity by providing empirical insights into how modularization and modular strategies can enable more efficient services. Depending on service type, different modular strategies are set forth. This study also highlights the need to recognize customer-specific activities, resources and competencies as pivotal parts of the modular service processes. Such insights are particularly relevant given the established view of service modules as functions of intra-firm activities.

Purpose– The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success.Design/methodology/approach– After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success.Findings– This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation.Originality/value– The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice.

Purpose– The current knowledge concerning how organizations adopt innovations is considerably less than the sum of its parts. The aim of this paper is to review the innovation adoption and diffusion approach and connect it with the main related theoretical fields within business-to-business marketing.Design/methodology/approach– The paper provides a conceptual discussion, the aim being to develop an integrative conceptual framework.Findings– The adoption and diffusion approach gives little indication of the effects on adoption of the established relationships and the wider relational setting comprising the direct and indirect influences between the network actors. It is rather the innovation and the related communication that are in focus. As a result, the innovation and its adoption and diffusion are considered unique phenomena, the actors are assigned the static roles of opinion leaders and change agents, social system can be defined, and there is no competition. The current theoretical approaches within the business-to-business marketing could provide support in building a more realistic view of adoption and diffusion in industrial context.Originality/value– The contribution of the proposed conceptual model lies in its capacity to take into account organizational behavior in the form of individual-level actions that underpin the adoption process and relate this intra-firm behavior to its wider network context, thereby facilitating the production of a system-level account and a holistic understanding of the phenomenon of adoption.

Purpose
– This paper aims to address the question of how value can be created through social responsibility programs or other means, so that sustainability is achieved through increasing stakeholders' participation in the process of design and selection of such programs, so that transparency is maximised and trust can be built with the lasting benefits of co-creation of value.


Design/methodology/approach
– This paper studies the relationship between sustainability, corporate social responsibility, and value co-creation based on qualitative research data gathered from two embedded case studies. The first case study in a large mining company operating in New Zealand and the second case study is based on the New Zealand Merino Company.


Findings
– Findings of this research suggest that sustainability is built with the participation of many interconnected entities, that is, suppliers, manufacturers, retailers, or more generally stakeholders whose actions are fostered by social responsibility that fuels the pride, trust, and consistency of the members of the value chain. Value in all forms – functional value, hedonic value, symbolic value and cost value – is a recurrent theme in this research data; however it is value co-creation, working together, living up to the values that their products and services promise that ultimately supports sustainability.


Originality/value
– This paper shows how the scope of sustainability has broadened from environmental matters to include other topics such as good corporate citizenship, business relationships and the value that is created and shared, not only with shareholders, but also within a wider community of stakeholders.

Purpose
– The aim of this paper is to provide understanding on how the buyer can mobilize experience-based information scattered around the business network, by means of customer references, word-of-mouth and reputation, and how this facilitates the buying process.


Design/methodology/approach
– The qualitative study scrutinizes eight cases comprising buyers of knowledge intensive services and technology innovations. The paper draws on the literature on buying and purchasing, customer references, word-of-mouth and reputational information.


Findings
– The findings identify the different roles of references, word-of-mouth, collegial advice networks, and reputation, and suggest that experience-based information provides information on offerings, suppliers and the problem solving situation in complex buying per se.


Research limitations/implications
– The article's contribution is to provide a framework depicting the employment of experience-based information in complex buying, which ensues through focal and continuous buying processes. Insights from this research are broadly applicable to the contexts of knowledge intensive, innovation and solutions business. Further qualitative research should aim to form constructs and define their interrelations to be tested in subsequent quantitative research.


Originality/value
– This study generates new understanding on how buyers gather and use experience-based information to solve complex problems in buying. It contributes by merging references, word-of-mouth, collegial social networks, and reputation as sources of experience-based information, identifying information embedded in those means, and exploring how the information and means are used throughout the complex buying situation.

Purpose– The aim of this paper is to develop a comprehensive framework of supply chain performance that includes relationship, operational, strategic and economic performance measures.Design/methodology/approach– The literature regarding inter-organizational performance including: supply chain management, logistics and marketing performance measures is reviewed. A synthesis of the review provides the foundation for developing a comprehensive model of supply chain management performance.Findings– The review and synthesis finds that supply chain performance focuses primarily on operational and economic performance measures while paying less attention to relational and strategic performance measures. The comprehensive framework identifies four major categories of supply chain performance measures: relational; operational; strategic; and economic – hence the name ROSE.Originality/value– This comprehensive framework identifies four types of supply chain measures that can be used as a guiding framework by both academics and practitioners. The paper also offers directions for future work in the form of propositions.

Purpose– The aim of this paper is to focus on the determinants that impact the growth of SMEs in B-to-B markets in emerging economies. The objective is to apply the classic model of organizational ecology to examine the characteristics of growth patterns in the B-to-B environment for SMEs in emerging markets, specifically India and China. Application of the model can guide SMEs owners/managers in their effort to successfully expand internationally in turbulent markets characterized by competitive and technological intensity.Design/methodology/approach– An overview of the basics of the organizational ecology model is presented, followed by the description of various economic drivers of B-to-B markets in India and China. The integration of the organizational ecology model and the strategic development of methods to deal with specific challenges of entering international markets are discussed. The paper concludes with managerial implications and suggestions for future research.Findings– Businesses operating in emerging markets face many of the same roadblocks concerning efficiencies, increasing competition, and the need for capital, that are experienced by businesses throughout the world, however, they also face challenges unique to the developmental nature of the country environment. Ecological models can be used to understand the dynamics between resource utilization and growth.Practical implications– The ecology-based view evaluates the utilization of resources with a focus on how changes in resource availability impact the international growth strategy of the B-to-B firm in India and China. These two economies represent a large business environment, generally underdeveloped with regards to taking advantage of potential resource availability.Originality/value– While the significant economic contribution of SMEs is well understood, their business practices in emerging economies have not been extensively studied, especially in the B-to-B arena. The goal here is to stimulate the development of new insights for managing the complex relationships between the B-to-B SMEs, organizational ecology, and the international environment in emerging markets. This study extends the literature concerning factors that impact business success in important emerging markets such as India and China.

Purpose
– This paper aims to extend understanding of business-to-business relationship dynamics by introducing and discussing the phenomenon of a "negative critical wave" (NCW), defined as a disturbance in a relationship that emerges and develops within or beyond individual working relationships.


Design/methodology/approach
– The dynamics of working relationships in two manufacturing firms in Finland and Sweden were studied by analysing the narratives of unstructured personal interviews with 16 middle managers and 14 operational executives, who recalled experiences of relevant situations over three years, with emphasis on unexpected disturbances, challenges and problems.


Findings
– Respondents discussed 77 NCWs, the development and effect of which proved to depend upon the original "locus", "magnitude" and "amplitude", and embedded "energy". Waves could be distinguished as: "silent compact", "silent extensive", "intense compact" or "intense extensive".


Research limitations/implications
– The wave metaphor for relationships dynamics, consistent with but distinct from established notions of "critical time" and "critical incidents" and the associated classification system are a useful starting point for further research into the phenomenon. Though the qualitative methodology achieved richness, the small sample and restricted scope place limits on the objectivity and generalisability of the findings.


Practical implications
– The NCW framework offers strategists and managers a holistic understanding of the dynamic process of criticality, synthesising the complexities of relationship dynamics and pointing to ways in which to absorb the energy of negative waves.


Originality/value
– More is now known about the domino effects of critical incidents in internal and external business-to-business relationships.