... on profit maximization. The purpose of this paper is to reframe the mindsets of scholars, firms and public policy decision-makers through enabling Service Thinking practices. Design/methodology/approach Marketing, service and allied discipline literature are synthesized, and Raworth's (2018) Doughnut...

... of the health care customer, to identify gaps in theory, and to propose a compelling research agenda. Design/methodology/approach This study combines a meta-narrative review of health care research, and a systematic review of service research, using thematic analysis to identify key practice approaches...

...Hannele Kauppinen-Räisänen; Christian Grönroos Purpose – The purpose of the paper is to explore how service marketing knowledge is applied in practice. It introduces some ideas about how to bridge the gap between scholarly knowledge and business practices, and thereby opens up the conversation...

...Dr Elina Jaakkola, Anu Helkkula and Dr Leena Aarikka-Stenroos; Janet R McColl-Kennedy; Lilliemay Cheung; Elizabeth Ferrier Purpose – The purpose of this paper is threefold: to introduce a practice-based framework designed to integrate and deepen our understanding of how individuals co-create...

...Evert Gummesson; Cristina Mele; Francesco Polese; Tiziana Russo‐Spena; Cristina Mele Purpose The purpose of this paper is to frame innovation as a process of co‐creation according to a practice‐based view. Design/methodology/approach The paper focuses on the innovation practices that occurred...