Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben
This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations wor...
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Högskolan i Kalmar, Handelshögskolan BBS
2010
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ndltd-UPSALLA1-oai-DiVA.org-hik-25272013-01-08T13:24:21ZFrån varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webbensweFrom a product-oriented perspective to service logic : a study regarding role changes and transparency on the webEkström, BjörnNyberg, LoveHögskolan i Kalmar, Handelshögskolan BBSHögskolan i Kalmar, Handelshögskolan BBS2010servicetechnologytransferservice-dominant logicdigitalmarketingserviceteknologiövergångservicelogikdigitalmarknadsföringBusiness studiesFöretagsekonomiThis study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily. To manage to do this we have used a qualitative approach in the study, which is based on six different interviews with relevant actors within technology-focused industries, which we mentioned earlier. The interviews are the base of the analysis and are fully presented in the appendix. The analysis consists of a comparison between the empirism and the theories, which we’ve engaged in the paper. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-2527application/pdfinfo:eu-repo/semantics/openAccess |
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Swedish |
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Others
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service technology transfer service-dominant logic digital marketing service teknologi övergång servicelogik digital marknadsföring Business studies Företagsekonomi |
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service technology transfer service-dominant logic digital marketing service teknologi övergång servicelogik digital marknadsföring Business studies Företagsekonomi Ekström, Björn Nyberg, Love Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
description |
This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily. To manage to do this we have used a qualitative approach in the study, which is based on six different interviews with relevant actors within technology-focused industries, which we mentioned earlier. The interviews are the base of the analysis and are fully presented in the appendix. The analysis consists of a comparison between the empirism and the theories, which we’ve engaged in the paper. |
author |
Ekström, Björn Nyberg, Love |
author_facet |
Ekström, Björn Nyberg, Love |
author_sort |
Ekström, Björn |
title |
Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
title_short |
Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
title_full |
Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
title_fullStr |
Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
title_full_unstemmed |
Från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
title_sort |
från varuperspektiv till servicelogik : ett arbete om rollförändring och öppenhet på webben |
publisher |
Högskolan i Kalmar, Handelshögskolan BBS |
publishDate |
2010 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-2527 |
work_keys_str_mv |
AT ekstrombjorn franvaruperspektivtillservicelogikettarbeteomrollforandringochoppenhetpawebben AT nyberglove franvaruperspektivtillservicelogikettarbeteomrollforandringochoppenhetpawebben AT ekstrombjorn fromaproductorientedperspectivetoservicelogicastudyregardingrolechangesandtransparencyontheweb AT nyberglove fromaproductorientedperspectivetoservicelogicastudyregardingrolechangesandtransparencyontheweb |
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1716519094733242368 |