From Products to Services
Introduction
Industrial Marketing Management: Transitioning from Products to Services in Business and Industrial Markets; Deadline 1 Oct 2006
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From: "ULAGA.Wolfgang" <wulaga@escp-eap.net>
Date: Wed, 15 Mar 2006 17:51:10 +0100
Call for Papers
Special Issue of Industrial Marketing Management:
‘Transitioning from Products to Services in Business and Industrial Markets’
The Deadline for submission to this special issue is October 1, 2006.
After years of downsizing and cost control, of building leaner and faster organizations, manufacturers in many business markets today search for new growth engines. Therefore, companies have started to look beyond products and turned towards services. Yet, the transition from a product- to a service-oriented company in business markets raises a number of challenges, and many business marketers find themselves grappling with the issue of designing and implementing a service policy in their respective markets. While scholars recently emphasized the shift towards a service-dominant logic, research on the transition from products to services in traditional B2B companies is still at its infancy. Specific topics and themes of interest include, but are not limited to,
the following:
- What are drivers of becoming a service-oriented company in business markets?
- What major obstacles do industrial manufacturers face in service markets?
- How to measure B2B service orientation, its antecedents, moderators and outcomes?
- Which types of B2B services exist and how can they be characterized?
- Where will market growth for industrial services be?
- What characterizes competition in industrial services markets?
- Which objectives to assign to B2B services ? profits, loyalty, or both?
- What are specific features of service customers’ buying behaviour in B2B markets?
- Which are the implications of industrial customers’ role in service delivery?
- How is service quality to be defined and implemented in business markets?
- How to market services in manufacturing companies?
- How to move from ‘basic’ to ‘smart’ services and solutions?
- What will be the role of sales when moving to service markets?
- How to lead the salesforce to service-based selling?
- What are the broader organizational implications?
- How to address B2B services from a network perspective?
We also invite authors to submit case studies of situations where traditional B2B firms have successfully launched service initiatives. Prior to publication case studies require a written permission to be published from the companies involved.
Submission of manuscripts is by e-mail only. Please attach a single MS Word file containing the complete manuscript. Please place the materials in the following sequence: Title page (title of the paper, author(s) and their affiliations including addresses, telephone numbers and e-mail addresses), Author biographies, Abstract and keywords, Body of the manuscript, References, Tables, Figures, Appendices (if used). Do NOT place figures or tables in the body of the manuscript but do indicate where you would like them placed. Do not send a PDF file and do not send a Word file that has had the track changes feature engaged (as it is virtually impossible to blind the file). We will not accept any papers for review that are under consideration elsewhere or which have been published (in whole of part) in another journal. Send your e-mail to the special issue editors listed below and copy the IMM editor at plaplaca@journalimm.com.
Guest Editors:
Frank Jacob
ESCP-EAP
Europäische Wirtschaftshochschule Berlin
LS Marketing
Heubnerweg 6
D-14059 Berlin, Germany
Phone: +49-30-32007-146
Fax: +49-30-32007-118
fjacob@escp-eap.de
and
Wolfgang Ulaga
ESCP-EAP
European School of Management Paris
Marketing Department
79, avenue de la République
75543 PARIS Cedex – France
+33-1-49.23.26.22
+33-1-49.23.22.48
wulaga@escp-eap.net