Product-Form Strategy and the Macro Structures of Service Ecosystems

被引:0
|
作者
Frias, Kellilynn M. [1 ]
Ghosh, Mrinal [2 ]
机构
[1] Amer Univ, Kogod Sch Business, Washington, DC USA
[2] Univ Arizona, Eller Coll Management, Tucson, AZ USA
关键词
product-form strategy; innovation; coordination; service ecosystem; macromarketing; DOMINANT LOGIC; MARKET; INNOVATION; SYSTEMS; SEARCH; IMPACT;
D O I
10.1177/02761467241300926
中图分类号
F [经济];
学科分类号
02 ;
摘要
Recent conceptual advances in macromarketing suggest that to understand the service ecosystem, we need to study the interactions and interconnectedness at different levels. Relatedly, recent work in product-form strategy suggests environmental and technological factors may influence decisions about where to position a product or service. We categorize these "what to sell" decisions into four principal product-forms-know-how, components, systems, and solutions. We develop a framework to suggest how the macrostructure of the service ecosystem shapes and gets shaped by the product form the firm chooses to offer in a market. Additionally, we explore the impact of this product-form framework across service ecosystems that are representative of marketing systems. We illustrate these interactions in the market for cookies by focusing on one firm-Pillsbury-that simultaneously offers all four product forms. We conclude by drawing implications for future research directions in the area.
引用
收藏
页码:68 / 73
页数:6
相关论文
共 50 条
  • [1] A Product-Form Model for the Performance Evaluation of a Bandwidth Allocation Strategy in WSNs
    Marin, Andrea
    Rossi, Sabina
    Burato, Dario
    Sina, Andrea
    Sottana, Matteo
    ACM TRANSACTIONS ON MODELING AND COMPUTER SIMULATION, 2018, 28 (02):
  • [2] A product-form aesthetic evaluation system
    Zhang, Quan
    Lu, Changde
    Wu, Tong
    Yu, Suihuai
    7TH INTERNATIONAL CONFERENCE ON COMPUTER-AIDED INDUSTRIAL DESIGN & CONCEPTUAL DESIGN, 2006, : 222 - +
  • [3] A product-form 'loss network' with a form of queueing
    Berezner, SA
    Krzesinski, AE
    Taylor, PG
    JOURNAL OF APPLIED PROBABILITY, 1997, 34 (04) : 1075 - 1078
  • [4] Achievable Performance in Product-Form Networks
    Sanders, Jaron
    Borst, Sem C.
    van Leeuwaarden, Johan S. H.
    2012 50TH ANNUAL ALLERTON CONFERENCE ON COMMUNICATION, CONTROL, AND COMPUTING (ALLERTON), 2012, : 928 - 935
  • [5] On conditions for a product-form stationary probability distribution of states of a multimode service network
    A. N. Starovoitov
    Problems of Information Transmission, 2011, 47 : 46 - 56
  • [6] PRODUCT-FORM IN G-NETWORKS
    Marin, Andrea
    PROBABILITY IN THE ENGINEERING AND INFORMATIONAL SCIENCES, 2016, 30 (03) : 345 - 360
  • [7] Product-Form Queueing Networks with Batches
    Harrison, P. G.
    COMPUTER PERFORMANCE ENGINEERING (EPEW 2018), 2018, 11178 : 250 - 264
  • [8] On conditions for a product-form stationary probability distribution of states of a multimode service network
    Starovoitov, A. N.
    PROBLEMS OF INFORMATION TRANSMISSION, 2011, 47 (01) : 46 - 56
  • [9] A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?
    Frias, Kellilynn M.
    Ghosh, Mrinal
    Janakiraman, Narayan
    Duhan, Dale F.
    Lusch, Robert F.
    JOURNAL OF MARKETING, 2023, 87 (05) : 679 - 697
  • [10] On the structure of the space of geometric product-form models
    Bayer, N
    Boucherie, RJ
    PROBABILITY IN THE ENGINEERING AND INFORMATIONAL SCIENCES, 2002, 16 (02) : 241 - 270