Sustainability is one of the mega trends that is emerging nowadays. It is built on protecting our planet and its resources. Agenda 2030 is a universal call to action, which demonstrates the significance of moving towards sustainability in three different areas of environmental, social, and economic at the international level. One of the focal points of environmental sustainability deals with climate change due to using fossil fuels and greenhouse gas emissions. Sweden aims to be one of the world’s first fossil-free nations, and its initiative Fossil Free Sweden offers roadmaps in different sectors to accomplish this goal. Growing the service business through using digital technologies is a strategy many companies tend to in the fast-changing world. Although it potentially leads to competitive advantage and enhancing revenues, it is a challenging situation, particularly for industrial firms. This study seeks to consider a more holistic view regarding the transition that companies need to take by 2030 in pursuing digital servitization and at the same time becoming fossil fuel free. Surviving the transition can not happen without revising business models and exploring new business opportunities. To address this issue, an explorative case study is performed in a manufacturing company in the construction equipment industry to collect, analyze and frame the existing knowledge in digital servitization and business model, moreover, to identify the factors that industrial firms should consider in improving their service business in the transition towards fossil-free society. To do so, 1) a set of coproduction sessions are held in the case company with advanced engineering and researchers, 2) as well an online survey is distributed inside the case company, to collect valuable knowledge and practical insight. The outcome of the research is a framework that can be used as a practical guide to support firms in the transition towards digital servitization and help them to figure out their current position in case of offerings and business models and plan for the next steps and new opportunities. In addition, six important factors with their sub-factors are offered accompanied by six general guidelines that firms should consider in their journey towards the transition.

This thesis aims to provide insights on how private-sector inter-organizational collaboration creates interaction and synergistic value towards sustainability. Value propositions are directed towards individuals, organizations and society at large. To achieve this purpose, an explorative, in-depth case study on the NextWave initiative is conducted to address the sustainability challenge of marine plastic pollution. An abductive research approach is applied, matching main theories of both private-sector partnerships and value co-creation with empirical data gathered through semi-structured interviews with NextWave members. The study looks at individual as well as collaborative activities leading to the cocreationof interaction and synergistic value. It is further analyzed, how these created values lead toexternal system change towards sustainability. Key findings are limited to the case of NextWave as the intent of the study is an initial exploration of the topic. The data leads the authors to an affirmative conclusion, delivering a number of activity and process examples that foster collaboration and promote interaction and synergistic value. That, in turn, allows for system change and a more sustainable development. Therefore, this thesis makes valuable contributions to the theoretical knowledge of collaboration and value creation. Additionally, a conceptual and analytical framework based on contemporary literature contributes to the body of knowledge as well as allows practical application.

Abstract The purpose of this cumulative dissertation is to introduce service, conceptualized by service-dominant logic, as a new explanatory framework to improve the understanding of sustainable development. Sustainability is a megatrend that challenges business and marketers to act upon and respond to global social and environmental problems. Even after over more than five decades of research related to sustainability there is a gap in the transformation to sustainable development of firms and society in large. Specifically, there appears to be a significant gap between sustainable awareness and the actual sustainable behavior of actors and organizations. A systematic approach to the topic of greenwashing is provided, including relevant approaches for its avoidance. Furthermore, the dissertation urges the need of a systematic and more general theoretic framework to connect marketing as a social science with sustainable development instead of fragmenting marketing in sub-disciplines (e.g., sustainable marketing, societal marketing, marketing ethics, etc.). S-D logic is proposed as model of marketing covering three dichotomies: (1) micro/macro, (2) positive (questioning what is?) / normative (questioning what ought to be), and (3) profit sector/nonprofit sector. S-D logic´s narrative is the continuing story of actors interacting, resource integrating and exchanging service, and co-creating value through service ecosystems, governed and evaluated through their institutional arrangements. Though with regards to sustainable development the reflection on conceptualizing value co-destruction is critical. For instance, through the value co-creation process negative value might be created for one actor, both actors, third parties, society, or nature. A strong conceptual link between the process of co-creation of value and the process of value co destruction is ascertainable in the sense of contra indication. In addition, the findings of a literature review indicate that further attention should be paid to imbalance, conflict and power relations between actors and the service ecosystem. Furthermore, the concept of service is extended beyond the human-created phenomenon, by observing that ecosystem services exist in the natural world. A change of perspective on nature is proposed to see nature no longer as a source of resource or a simple resource but as a services provider. Thus, the underlying human-nature relationships may improve.:Abstract III I Table of contents IV II List of Publications: VI III List of Figures VII IV List of Tables VIII 1 General Introduction 1 1.1 Purpose and scope 1 1.2 Theoretical introduction 3 1.2.1 Reason for a new theoretical framework for sustainable development 4 1.2.2 Service as the underlying process for sustainable development 7 1.2.3 S-D logic´s evolvement to a concept of service ecosystem 9 1.2.4 Conceptualizing value co-destruction 11 1.3 Structure of the dissertation 22 1.4 General Summary 24 1.4.1 Summarizing the implications of S-D logic and sustainable development 24 1.4.2 Outlook on general future research for evolving S-D logic in the field of sustainable development 26 1.4.2.1 Creation of value and well-being through fast, sacrifice, or renouncement 27 1.4.2.2 Improve the understanding for micro-macro paradox 27 1.4.2.3 Extension of the human-centric S-D logic to a more general service concept 28 1.4.2.4 Conceptualization of power relations in a service ecosystem 28 1.4.2.5 Pursuing the idea of destructive co-creation of value 30 2 Die normative Ordnung der service-dominierten Logik für ein komplexes Wertnetzwerk–ein innovativer Weg zu mehr Nachhaltigkeit? 32 2.1 Einführung 32 2.2 Das Triple-Bottom-Line-Konzept 34 2.3 Die S-D Logik und die Chance zur normativen Ordnung eines komplexen Wertnetzwerks für mehr Nachhaltigkeit 40 2.3.1 Verbesserung der normativen Ordnung für ein innovatives Nachhaltigkeitskonzept 40 2.3.2 Normative Ordnung im sozialen Raum 42 2.3.3 Einführung in die S-D Logik 44 2.3.4 S-D Logik und nachhaltige Entwicklung 49 2.4 Zusammenfassung und Ausblick 53 3 Avoiding Greenwashing in Event Marketing: An Exploration of Concepts, Literature and Methods 56 3.1 Introduction 57 3.2 Literature review 59 3.2.1 Characteristics of greenwashing in event marketing 59 3.2.2 Current approaches to avoid greenwashing in event marketing 61 3.2.2.1 Identifying greenwashing and its impacts through measurement 63 3.2.2.2 Developing and applying internal rules 65 3.2.2.3 Creating a (multi-)stakeholder approach 66 3.2.2.4 Realignment according to laws and statutory regulations 68 3.2.2.5 Applying eco-labelling 69 3.3 Discussion, implications and further research 73 3.3.1 Discussion 73 3.3.2 Theoretical contributions and practical implications 75 3.3.3 Limitations and future research 78 4 Service Dominant Logic as a New Fundamental Framework for Analyzing Event Sustainability: A Case Study from the German Meetings Industry 80 4.1 Introduction 80 4.2 Literature review 84 4.2.1 S-D Logic as a new approach for the sustainable development of events 84 4.2.2 Events and the Service Dominant logic 84 4.3 S-D Logic and (event) sustainability 89 4.4 Case study 92 4.4.1 Case study context 92 4.4.2 Data collection 93 4.4.3 Data analysis 94 4.4.4 Findings 95 4.4.4.1 Micro level 96 4.4.4.2 Meso level 99 4.4.4.3 Macro level 102 4.5 Discussion 106 4.5.1 Theoretical contributions 109 4.5.2 Practical implications 110 4.5.3 Limitations and future research 111 References 114 Darstellung des wissenschaftlichen Werdegangs 137 Selbständigkeitserklärung 139 Bibliographische Darstellung 140

Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. The study was based on many theories of brand relationship quality, consumer engagement, brand satisfaction, brand loyalty, and brand value co-creation. In this study, survey method was utilized to collect 316 insights from Vietnamese League of Legends communities. Gathered data was further embedded into Structural Equation Modelling to analyze causal relationships between variables. The findings show that consumer engagement in online e-sport communities, which is positively impacted by brand relationship quality, has a major influence on brand satisfaction and brand loyalty. Brand satisfaction acts as a mediator between consumer engagement and brand loyalty. Consequently, brand loyalty positively influences brand value co-creation. E-sport organizations can use these findings to actively implement strategies that involve the e-sport communities in co-creating brand value.

Purpose – This study aims to investigate the challenges faced by service providers in developing value propositions for cyber security services, as well as the challenges encountered by customers when purchasing these services. Thereby, bridging the gap regarding value proposition development for cyber security services in a business-to-business context.  Method – An exploratory single case study was conducted in the electric utility sector. In total, 19 interviews with respondents from 11 different organizations were conducted through exploratory-, semi-structured-, and validatory phases. The respondents mainly constituted security managers operating in the electric utility sector and employees at the case company, where the results from the semi-structured interviews were analyzed through a thematic analysis.  Findings – The result of this study concludes in a framework consisting of three sections, Challenges, Strategies, and Actions. Ten challenges categorized into three spheres; customer, joint, and provider were found. In addition, eight strategies mitigating the challenges were found and categorized into three themes: Relationship management, Proactive measures, and Capability coordination. Each strategy includes several practical actions derived from the codes of the corresponding strategy that should be incorporated to mitigate the challenges associated with it.   Theoretical and practical contribution – This study contributes to the existing literature by examining how value is identified and created, both from the customer and provider perspective in a business-to-business context. Moreover, this study applies general-level challenges and strategies to the electric utility sector, verifying their relevance. The challenges and strategies that apply to this study are introduced in a framework for value co-creation guiding managers and customers in the value proposition development and purchase of cyber security services.  Limitations of the study – The research is limited to a single case study specific in the context of the electric utility sector. Hence, this calls for future research which could investigate the applicability of the results in other societal functions and critical infrastructure sectors. / Syfte – Denna studie syftar till att undersöka de utmaningar som tjänsteleverantörer står inför vid utvecklandet av värdeerbjudanden för cybersäkerhetstjänster, samt de utmaningar som kunder möter när de köper dessa tjänster. Således bidrar studien till att överbrygga gapet gällande framtagning av värdeerbjudanden för cybersäkerhetstjänster i ett business-to-business sammanhang. Metod – Studien genomfördes som en explorativ fallstudie inom energisektorn. Totalt genomfördes 19 intervjuer med respondenter från 11 olika organisationer genom tre faser: utforskande-, semistrukturerad- och validerande fas. Respondenterna utgjordes främst av säkerhetsansvariga verksamma inom energisektorn samt anställda på fallföretaget, där resultaten från de semistrukturerade intervjuerna analyserades genom en tematisk analys.  Resultat – Resultatet av studien har sammanställts i ett ramverk bestående av tre avsnitt, Utmaningar, Strategier och Åtgärder. Totalt identifierades tio utmaningar som kategoriserats i tre sfärer; kund, gemensam och leverantör. Fortsättningsvis identifierades åtta strategier som hanterar utmaningarna, vidare kategoriserades dessa i tre teman: Relationshantering, Proaktiva åtgärder och Koordinering av förmågor. Varje strategi innehåller praktiska åtgärder som härrör från motsvarande strategis koder vilka bör implementeras för att hantera de utmaningar som är förknippade med den strategin.  Teoretiskt och praktiskt bidrag – Denna studie bidrar till den befintliga litteraturen genom att undersöka hur värde identifieras och skapas, både ur kund- och leverantörsperspektiv i ett business-to-business sammanhang. Vidare tillämpar studien generella utmaningar och strategier på energisektorn och verifierar deras relevans. De identifierade utmaningarna och strategierna har introducerats i ett ramverk för gemensamt värdeskapande. Mer specifikt vägleder ramverket leverantörer i framtagandet värdeerbjudande och kunder i inköp av cybersäkerhetstjänster. Studiens begränsningar – Studien är begränsad till en enskild fallstudie inom energisektorn. Således krävs framtida forskning för att undersöka resultatens tillämpbarhet för andra samhällskritiska verksamheter.

Purpose: This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is emphasized. This study analyzes the extent to which two theoretically and managerially important factors—attendance frequency (i.e. first-time attendee vs repeat attendee) and resident type (i.e. local resident vs domestic traveler)—impact value creation in the recurring live sporting event setting. Design/methodology/approach: Data were collected from spectators who attended a National Association for Stock Car Auto Racing (NASCAR) sanctioned racing event. Multigroup structural equation modeling was performed to examine the proposed pathways, and multigroup t-tests were used to compare the model across both groups for each moderating variable. Corresponding path coefficients were then compared using Chin's (2004) recommended equations and procedures. Findings: The study found organization-related value propositions to be the more common antecedents of value, while customer appearance had a strong negative association with hedonic value, and attendance frequency and resident type influenced certain value perceptions. Sport organizations should consider the expectations and motivations of various customer groups and provide offerings designed to meet the specific needs of different fan segments based on the spectator's experience with the sport product and the distance traveled to attend the sport event. Originality/value: This paper advances the authors’ understanding of value creation in sport by showing how customer perceptions of value associated with the sport organization and other customers can be moderated by certain behavioral and geographic factors.

The purpose of this study is to explore how firms create an engaging customer experience through live shopping. More specifically, by performing a case study this thesis will provide an example of how firms use live shopping to create interactions, as well as to provide value through firm offerings.  This thesis performs qualitative exploratory research with an abductive research approach by studying the case company, Flowlife. Both primary- and secondary data sources are conducted. The primary data is collected through semi-structured interviews with seven employees at the selected company and further analyzed through thematic analysis. While secondary data is conducted through observations of two recorded live shopping event and KPIs provided from the company.  The empirical findings highlight that live shopping allows the studied firm to get close to their customers. Moreover, it was stated that the firm recognizes live shopping as a powerful tool to share information to customers; both about their products, but also about “added value” beyond what is embedded in their products. Finally, it can be identified that the firm perceive a control over the interactions that live shopping brings.  The presented study identifies that live shopping allows a firm to reach beyond the ordinary online experience by combining elements from brick-and-mortar stores with digital affordances. This way, a firm can increase the probability of building trust and relationships. Moreover, live shopping is agile in its nature and allows a firm to adjust and customize firm offerings while providing it. It can also be stated that live shopping allows a firm to provide greater value-in-use and elevate a firm’s role in the value creation process by expanding its role in the joint sphere.

Ett skifte har skett inom marknadsföring där fokus har skiftat från transaktioner till värdeskapande. Framväxten av digitala plattformar och sociala medier har inneburit att företag gått från traditionell marknadsföring till digital marknadsföring. Sociala medier innebär visserligen svårigheter men också möjligheter för företag att integrera med kunder och engagera dem i ett gemensamt värdeskapande. Syftet med studien var att undersöka om företag har implementerat ett värdeskapande fokus i deras marknadsföringsstrategier och använder sig av digitala plattformar för att skapa relationer med sina kunder. En frågeställning formulerades kring hur företag använder digitala plattformar för att skapa relationer genom gemensamt värdeskapande och engagemang. Den teoretiska referensramen består av teorier kring digital marknadsföring, relationer, lojalitet, service dominant logic, value co-creation samt engagemang. Semistrukturerade intervjuer med tio företag genomfördes och resultatet visar att majoriteten av företagen implementerat ett värdeskapande tänk och ser digitala plattformar som ett värdefullt verktyg för att skapa relationer med kunder.

Bakgrund: Den ökade globaliseringen har ökat konkurrensen på B2B marknaden markant. Detta har bidragit till att det blir allt mer aktuellt att se till interaktionen som sker mellan olika företag och till det värde som uppstår i samspelet mellan olika aktörer för att kunna differentiera sitt värdeerbjudande från konkurrenterna. Den expanderande marknaden lämnade även utrymme för mjuka värden som går att spåra tillbaka till marknadsföraren - som länge ansetts vara av liten vikt inom B2B, såsom relationer och intellektuellt kapital. Syfte: Studien syftar till att addera ett perspektiv på värdesamskapande processer inom B2B genom att se till den externa marknadsföraren i interaktion och i olika faser av varumärkesbyggande. Eftersom varje aktör gör stort avtryck inom B2B bidrar studien till befintlig forskning genom att observera marknadsföraren som extern aktör i en kontext där deras roll hittills är bristfälligt granskad. Metod: Studiens metod består av semistrukturerade intervjuer som hade utgångspunkt i en intervjuguide, en fallstudie som innehöll flertalet deltagande observationer och som pågick under 4 månader samt dokumentstudier. Metoden och kodning av materialet utgick från studiens valda referensram; tjänstelogiken och Servbrand Framework. Den valda metoden identifierades som mest lämplig för att komma åt respondenternas och de studerade objektets egna erfarenheter och perspektiv inom den valda domänen. Resultat: Resultatet visar att marknadsförarens roll är av essentiell karaktär inom alla faser. De egenskaper som var mest avgörande initialt visade sig vara marknadsförarens förmåga att tolka kunden och alla omständigheter som präglade varumärket samt att kunna tydligt kunna kommunicera dess värden i interaktion. Denna kommunikation visade sig genomgående vara viktigt att upprätthålla för att bygga ett starkt varumärke. Slutsatser: Studien bekräftar att Servbrand Framework är en relevant modell för varumärkesbyggande inom B2B även ur marknadsförarens perspektiv. De kvaliteter knutna till marknadsföraren som var avgörande för värdesamskapande kunde härledas från de aspekter som ingick i de olika faserna. Det är när immateriella resurser hos marknadsföraren saknas som man misslyckas med att skapa värde i interaktion. / Background: The increased globalization has significantly promoted competition in the B2B market. This has contributed to the growing importance of considering the interaction that takes place between different companies and the value that emerges from the interplay among various actors, in order to differentiate one's value proposition from competitors. The expanding market has also created room for intangible values that can be traced back to the marketer – which previously have been regarded as of little importance in the B2B context – such as relationships and intellectual capital. Purpose: The study aims to add a perspective on value-creating processes in the B2B market by looking at the external marketer in interaction and in different phases of branding. Since each actor makes a big impression in B2B, the study contributes to existing research by observing the marketer as an external actor in a context where their role has so far been insufficiently examined. Methodology: The study utilized a mixed-methods approach, incorporating semi-structured interviews based on an interview guide, a case study involving multiple participant observations conducted over a four-month period, and document analysis. The methodology and coding of the material were guided by the chosen theoretical framework of service dominant logic and the Servbrand Framework. The selected method was deemed most appropriate for capturing the respondents' and the studied objects' own experiences and perspectives within the chosen domain. Findings: The results indicate that the role of marketers is of essential nature across all phases. The characteristics that were most crucial initially were found to be the marketer's ability to interpret the customer and all the circumstances that influenced the brand, as well as effectively communicating its values in interactions. This communication was found to be important for maintaining a strong brand. Conclusion: The study confirms that the Servbrand Framework is a relevant model for brand building in B2B, even from the marketer's perspective. The qualities associated with the marketer that were crucial for value creation could be traced back to the aspects included in the different phases. It is when the marketer lacks intangible resources that value creation in interactions fails.

Being influenced by advanced technology solutions, modern business is undergoing significant transformations. This is also true about the financial services sector, where innovative solutions are being actively used and new fintech companies are emerging. Against this background, the market share of large traditional banks reduces steadily. These trends are also observed in Sweden, which has one of the highest levels of digitalization of banking services in Europe. The described trends may indicate that Swedish traditional banks are unable to compete with fintech companies and adapt to the new business environment. Consequently, the purpose of the research is to assess the current and potential positions of large traditional Swedish banks in the financial services market. In particular, when considering the situation through the prism of service-dominant logic, it is necessary to understand the place that large traditional banks occupy in the overall process of value creation with the participation of the consumer. In this regard, the following questions have been examined within the research: RQ1. How can the largest traditional banks in Sweden preserve their market positions in the overall value creation process? RQ2. What services offered by the traditional banks are the most exposed to customer outflow? To answer the questions posed, the exploratory research has been carried out, which is based on a case study and an in-depth study of a specific example, namely the development of Swedbank in a changing market context. The research data has been mostly derived from the interview, although, to reduce its bias and subjectivity, the secondary data, providing an idea of market trends, has been also analyzed. As a result of the research, it has been determined that the main advantages of fintech companies are high specialization, seamless processes, and reduced government control. Against this background, traditional banks are losing market share, but in the future, the situation should stabilize. The reason is that traditional banks have the scale, infrastructure, and operant resources to deliver comprehensive financial services that require a customized approach and cannot be automated. In addition, large traditional banks could potentially act as a platform for the technological development of the entire industry. These circumstances determine the specific advantages and the development of incumbent banks in Sweden, although the involvement of consumers in the co-creation process through social media and mobile applications is still the problem.