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.

Die Dissertation von Lars Mackel befasst sich mit der Gestaltung Service-Dominanter Geschäftsmodelle in der Frühphase von Startups. Untersucht wird, welche Veränderungen Startup-Unternehmer an ihren Geschäftsmodellen vornehmen und welche Faktoren diese beeinflussen. Als Bezugsrahmen dient die Service-Dominant Logic (SD-Logic) von Vargo & Lusch, die den Fokus auf Service als generische Form des Austauschs und den Cocreation-Prozess der Akteure legt. Nach einer Einführung in die Grundlagen des Entrepreneurship und der verschiedenen Definitionen und Elemente von Geschäftsmodellen, wird die SD-Logic erläutert. Es wird gezeigt, wie Geschäftsmodelle als Basis für die Beziehungen zwischen Akteuren dienen, die gemeinsam Wert schaffen. Die Dissertation verwendet einen qualitativen Forschungsansatz, um die Anpassungen von Geschäftsmodellen in der Frühphase und insbesondere in der Erprobungsphase eines Startups zu untersuchen. Die empirischen Ergebnisse zeigen, dass die Cocreation-Prozesse mit den ersten Kunden nicht nur entscheidend für die Weiterentwicklung der Geschäftsmodelle sind, sondern darüber hinaus die Ausrichtung des Designs der jeweiligen Geschäftsmodelle an der SD-Logic dazu beiträgt, dass die betrachteten Startups besser gerüstet sind, die Erprobungsphase und das sogenannte ‚Valley of Death‘ zu überstehen. Die Arbeit schließt mit Empfehlungen für die Praxis und einem Ausblick auf zukünftige Forschungsfelder.:1 Einleitung 2 Grundlagen im Kontext Entrepreneurship 3 Entwicklung von Geschäftsmodellen 4 Geschäftsmodelle im Kontext der Service-Dominant Logic 5 Entwicklung des Untersuchungsrahmens und methodisches Vorgehen 6 Ergebnisse der empirischen Untersuchung 7 Schlussbetrachtungen

This thesis has through a case study of the company Eriksberg Vilt & Natur AB investigated, using customer-oriented marketing theories, how their customers perceive sustainability. Subsequently, looking into promotion tools it has examined what implications the customers’ opinions give for the communication channels the company use. For the case study secondary data has been collected, a survey addressing Eriksberg’s customers has been conducted and a semi-structured interview has been performed with the CEO of the company. The results have shown that the opinions of Eriksberg and their customers in many ways are congruent and that customers perceive sustainability to be important, which Eriksberg do too, but also that many customers are not aware of the company’s work in sustainability. The conclusion is that Eriksberg should communicate information about their sustainability work using communication channels in which their customers have the ability to respond and react. / Denna uppsats har genom en fallstudie av företaget Eriksberg Vilt & Natur AB och genom att använda kundorienterade marknadsföringsteorier undersökt hur deras kunder uppfattar hållbarhet. Därefter har den genom att se till säljfrämjande marknadsföringsverktyg undersökt hur kundernas åsikter påverkar de marknadsföringskanaler företaget använder. För fallstudien har sekundärdata samlats in, en enkätundersökning riktad till Eriksbergs kunder har genomförts och en semistrukturerad intervju har gjorts med bolagets VD. Resultaten har visat att Eriksbergs och dess kunders åsikter i många fall är samstämmiga, att kunderna upplever hållbarhet som viktigt, vilket även Eriksberg gör, men också att många kunder inte känner till företagets hållbarhetsarbete. Slutsatsen är att Eriksberg bör kommunicera information om sitt hållbarhetsarbete till kunder genom kommunikationskanaler där kunderna kan svara och reagera.

This work offers a framework for researchers by linking service-dominant (S-D) logic to an intersubjective stream of philosophy of science. Service-dominant logic has resonated in marketing, but no existing research has attempted to link S-D logic with basic meta-theory to provide a framework. Since the range of philosophies of science (isms) referred to in the marketing literature is broad, varying from ‘realism’ to ‘relativism’, from ‘positivism’ to ‘constructivism’ and from ‘structuralism’ to ‘post-structuralism/postmodernism’, first the different isms are grouped into four main groups/streams and then S-D logic is analyzed and classified according to these streams. The four streams are: object-orientation (realism, positivism, empiricism, and so on); subject orientation (constructivism, interpretivism, and so forth); intersubjective orientation (social constructionism, pancritical rationalism, methodological constructivism, and so on); and sign orientation (post-structuralism, postmodernism, and variations). S-D logic is mainly underpinned by an intersubjective orientation and has a huge potential for further development both in and for marketing if seen from a sign-orientated, post-structural perspective and linked to the theory of practices.

Purpose – This article seeks to advance a novel service network perspective, based on the service-dominant logic, designated as service-dominant networks (SDN). Design/methodology/approach – Service-dominant logic components serve to build and describe SDN. Specifically, resources and actors are key components, combined with activities and the process by which they become resources. A case study details the features of SDNs. Findings – Service-dominant networks exhibit unique, previously unaddressed features. According to the service-dominant logic, components only become resources when they are integrated; thus, they disappear as resources after their integration, which means SDNs are fugacious: they (be-)come and go. In addition, SDNs comprise one or more main intended activities that explain their existence, though these intended activities do not necessarily initiate any particular SDN. Rather, other critical incidents can initiate SDNs. Research limitations/implications – The features of SDNs proposed in this article have not been a focus of prior research. In particular, the dynamics and fugaciousness of SDNs are challenges for research and management. Originality/value – This article offers the first proposal of a novel, service-dominant network perspective. In a very general and abstract form, it identifies the features of SDNs.

Service providers must understand that they have to provide customer-perceived value, if they want to stay in business. One of the best ways to determine customer-perceived value is to encourage customer complaint. This will make it easier to identify areas of the service process which the consumer believes must be improved. The ultimate goal of our thesis is to identify and establish the patterns of customer complaint behaviour in public transportation which is a part of the service sector. If patterns are identified, it will be much easier to encourage and predict customers‘ abilities and willingness to complain during a service process. Hence, service providers will be able to create an environment that can encourage and facilitate customer complaint processes. In this regard, service providers will obtain more information that will enable them to improve the quality of their services in order provide customer-perceived value. In addition, due to the fact that services are offered at the same time when the customer is there, this increases chances of customers seeing failures. Therefore, it is vital to make it easier for customers to be able to complain as soon as they perceive these failures so that they leave the service environment satisfied. Thus, understanding the pattern of customer complaint behaviour will make this process easier. By pattern, we mean sequence and therefore, there must be factors that influence this sequence. Our thesis shall focus on three main factors; cost, contextual resources and customer‘s competence, that influence the ability, willingness and the extent to which customers will engage in a complain process. Therefore, this thesis focuses on the following: What is the pattern of customer complaint behaviour in public transportation and how do cost, contextual resources and customer‘s competence impact this pattern?However, we shall also mention other external factors that may influence the pattern of customer complaint behaviour like market structure and service characteristics. It is imperative to understand customer complaint behaviour in service because through customer complaint, customers‘ quality expectations can be determined and met. Studies reveal that, although complaint channels may exist, some customers still do not complaint. In our survey, only 21.6% of respondents who encountered a service failure actually complained implying that 78.4% of the respondents who encountered an unfavourable service experience did not complain. What could be the reasons that customers who encounter problems do not complaint, although they would want to complain?2Above all, if there is something to be learnt from customer complaint behaviour, we think that it should be the patterns of customer complaint behaviour. This is because if patterns can be identified, then the right channels can be put in place by service providers in order to encourage and facilitate the complaint process. This will enable much information to be obtained from the customers and then used to make improvements in the service offerings and processes. In this regard service quality and customer satisfaction can be increased. This will lead to customer retention and higher profits for the company as well as prevent negative word-of-mouth.In this thesis, we identified patterns of customer complaint behaviour in service with a focus in public transportation by using data from the passengers of the public bus companies of Karlstad city and the intercity bus company (SWEBUS) as bases of our research. In our questionnaire we asked customers to indicate the strength of preference for a complaint channel they would use in order to make a complaint to the bus company in the event of a negative service experience. The results were ranked in order to determine the pattern of customer complaint behaviour in public transportation. We approached this topic by revealing the importance of understanding customer complaint behaviour and using this knowledge to improve service development. We proceeded by emphasising on the importance of viewing customer complaint behaviour from the perspective of service dominant logic. / The Service and Market Oriented Transport Research Group

The benefits of customer co-creation of value in the service delivery process have been well established through recent literatures. However, despite the fact that there has been an increase in the awareness of the importance of customer behaviors in the service delivery process, little research has been done to investigate the role of customers and their influence in co-creating the service climate within organizations. This study captures the impact and effects of customer behaviors on the perceptions of employees towards the service climate of their respective restaurant firms.The overall objective of this thesis is to deepen the understanding of the role of customers in co-creating the service climates inside restaurant firms where co-creation of services occurs. For conducting this study, I have used the semi-structured interviews for data collection from six respondents (three customers and three employees) from three different restaurants within the city. Results indicate that customers’ participative and citizenship behaviors such as giving feedbacks, employees’ job appreciation and praise during direct interactions, advocacy through word of mouth, and sharing of knowledge and seeking of information that could benefit the firm influenced employees’ perception of their work climate. The results also showed that employees transfer these positive attitudes to their fellow employees through affective group tone through which the overall working climate within restaurants is improved.I believe that this study will be helpful to future scholars and researchers who wish to conduct further research on this particular topic as the findings from this study have increased the understanding of the role of customers in the co-creation service climates within restaurant organizations. The paper also discusses the theoretical and practical implications of the findings from this research at the end of the paper.

Forskare och praktiker är överens om att digital tjänsteinnovation är en absolut nödvändighet för organisatorisk överlevnad. Att tillämpa ett tjänsteperspektiv vid innovationsarbete är emellertid inte någon mindre förändring. Det är ett paradigmskifte där traditionella ideal ersätts med nya. Det nya tjänsteorienterade idealet påverkar också den organisatoriska innovationsprocessen och dess resultat. Resultatet förändras bland annat genom att fokus i den digitala innovationsprocessen flyttas från produkt till ett digitalt värdeerbjudande som består av ett antal olika komponenter och resurser. Något som är viktigt för att förbättra möjligheter för att effektivisera den digital tjänsteinnovationsprocessen. Problemet vi adresserar är att det saknas kunskap om vilka komponenter ett tjänsteorienterat värdeerbjudande består av i en i en IT-kontext. Att okritiskt tillämpa kunskap identifierad i en kontext till en annan är problematiskt eftersom attribut i kontexter kan skilja sig åt. Problemet får stöd av nyligen publicerade forskningsresultat som efterfrågar fler studier om värdeerbjudandets uppbyggnad i olika kontexter. Syftet med denna kandidatuppsats inom informatik är att undersöka hur det digitala värdeerbjudandet sätts samman i en tjänsteorienterad IT-kontext. För att uppfylla syftet har vi följt fallstudiemetoden där fyra anonymiserade organisationers digitala värdeerbjudanden har studerats. Data har samlats in genom granskning av relaterad litteratur, samt semistrukturerade intervjuer med fyra respondenter med olika roller från respektive organisation. Inför de semistrukturerade intervjuerna har en intervjuguide tagits fram utifrån konceptuell modell som baserats på tidigare forskning inom området. Resultatet visar att värdeerbjudandet i en IT-kontext består av tio komponenter, grupperade i tre dimensioner. Fem av dessa metoder är signifikanta för tillämpningen av befintliga ramverk vanligt förekommande inom IT-kontexten. Studiens resultat visar att ett värdeerbjudandets komponenter i en IT-kontext inkluderar följande processer: tjänsteportföljsprocessen, business relationship management, incidenthantering, tillgänglighetshantering, samt change management. Den empiriska studien resulterade även i framtagande av en konceptuell modell av ett digitalt värdeerbjudande. / Scientists and practitioners agree that digital service innovation is an absolute necessity for organizational survival. Applying a service dominant logic to innovation work, however, is not a minor change. It is a paradigm shift where traditional ideals are replaced with new ones. The new service-dominant ideal also affects the organizational digital innovation process and its results. The result is, among other things, changing the focus of the digital innovation process from product to a digital value proposition consisting of a number of different components and resources. Something that is important for improving opportunities to streamline the service innovation process. The problem we address is that there is no knowledge of which components a service-dominant value propositions consists of in an IT context. Uncritically applying knowledge identified in context to another is problematic because attributes in context can differ. The problem is supported by recently published research results that demand more studies about the value proposition structure in different contexts. The purpose of this report is to investigate how the value proposition is put together in a service-dominant IT context. In order to fulfil the purpose, we have followed the case study methodology where four anonymous organizations' value propositions have been studied. Data has been collected by reviewing related literature as well as semi structured interviews with four respondents with different roles from each organization. Before the semi structured interviews, an interview guide has been developed based on a conceptual model based on previous research in the field. The result shows that the value propositions in an IT context consists of ten components grouped into three dimensions. Five of these methods are significant for the application of existing frameworks commonly used in the IT context. The study results show that value propositions components in an IT context include the following processes: service portfolio process, business relationship management, incident management, availability management and change management. The empirical study also resulted in the development of a conceptual model of a digital value proposition.

A presente tese constitui-se numa proposta de contribuição teórica para a disciplina de marketing. Defende que, existe uma Assimetria de Conhecimento entre os polos da relação de troca/transação de pacotes de bens e serviços intensivos em conhecimento, na perspectiva da “Nova Lógica Dominante” de marketing, conforme Stephen Vargo e Robert Lusch. Deriva, por analogia, esta proposição hipotética da Teoria de Assimetria de Informações, da ciência econômica. Afirma a distinção ontológica entre informação e conhecimento, como justificativa para sua proposição. Apresenta conceitos instrumentais de Conhecimento e de Assimetria de Conhecimento, para apoiar os atos epistemológicos de ruptura e construção do objeto, de acordo com Gaston Bachelard e Pierre Bourdieu. Revisa as escolas de pensamento em marketing e os principais paradigmas da pesquisa na disciplina, discutindo a utilidade da proposta teórica para a pesquisa em cada um dos principais paradigmas. Sustenta a relevância da nova teoria para estudos acadêmicos, suas implicações gerenciais e sua importância para os agentes formuladores de políticas. / This thesis constitutes a proposal for a theoretical contribution to the discipline of marketing. It argues that a Knowledge Asymmetry exists between the poles of the exchange/transaction ratio of knowledge-intensive goods and services packages, from the perspective of the "New Dominant Logic" of marketing, according to Stephen Vargo and Robert Lusch. It derives, by analogy, this hypothetical proposition of the Theory of Information Asymmetry, from economic science. It affirms the ontological distinction between information and knowledge, as justification for its proposition. It introduces key concepts of Knowledge Asymmetry, to support the epistemological acts of rupture and construction of the object, according to Gaston Bachelard and Pierre Bourdieu. It reviews the schools of thought in marketing and the main research paradigms in the discipline, discussing the usefulness of the theoretical proposal for research in each of the main paradigms. It maintains the relevance of the new theory for academic studies, its management implications and its importance for policymakers. / La presente tesis se constituye en una propuesta de contribución teórica para la disciplina de marketing. Defiende que, existe una Asimetría de Conocimiento entre los polos de la relación de intercambio/transacción de paquetes de bienes y servicios intensivos en conocimiento, en la perspectiva de la “Nueva Lógica Dominante” de marketing, conforme Stephen Vargo y Robert Lusch. Deriva, por analogía, esta proposición hipotética de la Teoría de Asimetría de Informaciones, de la ciencia económica. Afirma la distinción ontológica entre información y conocimiento, como justificativa para su proposición. Presenta conceptos instrumentales de Conocimiento y de Asimetría de Conocimiento, para apoyar los actos epistemológicos de ruptura y construcción del objeto, de acuerdo con Gaston Bachelard y Pierre Bourdieu. Revisa las escuelas de pensamiento en marketing y los principales paradigmas de la investigación en la disciplina, discutiendo la utilidad de la propuesta teórica para la investigación en cada uno de los principales paradigmas. Sustenta la relevancia de la nueva teoría para estudios académicos, sus implicaciones gerenciales y su importancia para los agentes formuladores de políticas.

Submitted by Patricia Boaventura (patboaventura@gmail.com) on 2016-03-23T17:47:10Z No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016_03_23.doc: 1183232 bytes, checksum: ba51193d608fbed532eb57c10e5f1cd8 (MD5) / Rejected by Pamela Beltran Tonsa (pamela.tonsa@fgv.br), reason: Boa tarde Patricia, Para que possamos aprovar seu trabalho é necessário alguns ajustes conforme norma ABNT/APA. * Seu titulo esta diferente da ATA, caso realmente exista essa alteração é preciso o professor orientador vir até a secretaria para fazer a alteração no verso da ATA com o titulo atual. Caso contrário não poderei aprovar. (THE CO-CREATION OF VALUE IN HIGHER EDUCATION INSTITUTIONS: LEVERAGING STUDENTS`PARTICIPATION THROUGH EMPOWERMENT) * Deve fazer a postagem em arquivo PDF * No Rodapé SÃO PAULO - 2016 deve estar em letra maiúscula. * ABSTRACT E RESUMO devem estar em letra maiuscula/Centralizado e Negrito. Após os ajustes você deve submete-lo novamente para analise e aprovação. Qualquer duvida estamos a disposição. Att, Pâmela Tonsa on 2016-03-23T18:21:34Z (GMT) / Submitted by Patricia Boaventura (patboaventura@gmail.com) on 2016-03-23T20:00:52Z No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2016-03-28T09:43:55Z (GMT) No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) / Made available in DSpace on 2016-03-28T11:11:29Z (GMT). No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) Previous issue date: 2016-02-29 / Customer participation has been studied for decades; however, it gained a postmodern perspective around the year 2000. Customers have become co-creators of personalized experiences, moving from the audience to the stage. In the educational context, students must take responsibility for their learning process and participate in the production of the service. This changing is providing opportunities and challenges for higher education institutions (HEIs) to redefine their relationship with stakeholders, especially with students. This study is based on the service dominant logic (SDL) perspective because students are assumed to take the role of co-creators of knowledge in the educational setting. The research uses adapted frameworks and concepts applied in organizational, knowledge-intensive business services (KIBS) and also medical studies to advance the understanding of value co-creation in the HEI context. The current study addresses a lack of research in the higher education context focusing on defining students’ participation and students’ empowerment in higher education context. An empirical investigation was developed with traditional schools in Brazil. This investigation allowed the description of the constructs in the specific context. The description of student participation in HEIs context reflects the relevance of three dimensions – information sharing, personal interaction and responsible behavior. In the Brazilian context, responsible behavior is the weakest dimension in the construct, because the responsibilities are unbalanced between students and professors. The main reasons identified for this unbalanced relation were cultural issues and local regulation. Student empowerment was described as composed by four dimensions – meaningfulness, competence, impact and choice; however, one of them – choice – was identified as the weakest dimension, facing cultural and bureaucratic barriers for implementation in the Brazilian educational context. Moreover, interviewees spontaneously cited the idea of trust in the faculty as an important antecedent of student participation that must be considered when analyzing student participation and empowerment mechanisms. An additional contribution was the proposal of a theory-based framework for understanding the service dominant logic perspective in the HEI context, in which student participation and student empowerment were explored as mechanisms leading to positive student behavior toward institution. / A participação dos clientes tem sido estudada ao longo de décadas; no entanto, ela ganhou uma perspectiva pós-moderna em torno do ano 2000. Os clientes tornaram-se cocriadores de experiências personalizadas, movendo-se da plateia para o palco. No contexto educacional, os alunos devem assumir a responsabilidade por seu processo de aprendizagem e participar da produção do serviço. Esta mudança tem gerado desafios e oportunidades para as instituições de ensino superior (IES) redefinirem suas relações com seus stakeholders, especialmente com os estudantes. Este estudo baseia-se na perspectiva da lógica dominante de serviços (SDL), porque os alunos assumem o papel de cocriadores do conhecimento no ambiente educacional. A pesquisa utiliza frameworks e conceitos adaptados de estudos de organizações de serviços intensivos em conhecimento (KIBS) e também de estudos médicos para avançar na compreensão da cocriação de valor no contexto das IES. O estudo tem objetivo de definir os conceitos de participação do aluno e de “empoderamento” no contexto do ensino superior. Uma investigação empírica foi desenvolvida com escolas tradicionais no Brasil. Esta investigação permitiu a descrição dos construtos no contexto específico. A descrição da participação dos alunos nesse contexto reflete a relevância de três dimensões - compartilhamento de informações, interação pessoal e comportamento responsável. No contexto brasileiro, comportamento responsável é a dimensão mais fraca do construto, porque as responsabilidades estão desequilibradas entre alunos e professores. Os principais motivos identificados para este desequilíbrio foram questões culturais e de regulamentação local. O “empoderamento” do estudante foi descrito como composto por quatro dimensões - significado, competência, impacto e escolha; no entanto, uma delas - escolha - foi identificada como a dimensão mais fraca, enfrentando barreiras culturais e burocráticas para uma adoção mais forte no contexto educacional brasileiro. Adicionalmente, os entrevistados espontaneamente citaram a confiança no corpo docente como importante antecedente da participação do aluno que deve ser considerada quando se analisam os mecanismos de participação e “empoderamento”. Como contribuição adicional foi proposto um framework teórico para a compreensão na perspectiva da lógica dominante serviço no contexto de IES, no qual a participação dos alunos e o “empoderamento” dos alunos foram explorados como mecanismos que podem levar a um comportamento dos alunos mais positivo em relação à instituição.