15Sep

Services Marketing Cases in Emerging Markets – An Asian Perspective

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CALL FOR CASE STUDIES for an edited case book for Springer

Co-editors: Sanjit Kumar Roy (The University of Western Australia), Dilip Mutum (The University of Nottingham Malaysia Campus) & Bang Nguyen (East China University of Science and Technology)

Despite the fact that experts acknowledge the importance of the emerging markets and a higher contribution of services (about 64%) to the overall world’s GDP (The World Fact Book, 2012), there is a shortage of real case studies on the issues related to the service business sector in general and services marketing specifically. Service industries in the emerging markets are witnessing rapid growth and services have become a key differentiator and value creator in these markets. Yet there is a lack of good case studies focusing on the services marketing and service operations in the emerging economies. This case book intends to fill this void. This case study book is believed to be important and timely in providing a framework for instructors, researchers (both academic and industry) and students, to understand the service dynamics occurring in these countries. This book will offer unique benefits to marketing students, educators and practitioners.

Your case study contribution will help to enhance the development of critical marketing activities in Asia. Share the successes and lessons learned to guide the adoption and creation of new and future services marketing practices. Contribute to the development of knowledge on marketing in this this interesting region with your insightful case studies.

Topics/themes to consider:

  1. Understanding consumer behaviour in services context
    1. How to increase/achieve customer satisfaction
  2. Segmentation, targeting and positioning of services
    1. Positioning of services
    2. Service brands and branding
  3. Co-creation of service value
    1. Service dominant logic
    2. Service innovation
  4. Creating customer engagement: role of technology and social media.
  5. The service environment
    1. Customer experiences and experience management
    2. Crafting the service environment (servicescapes/experiencescapes)
    3. Balancing demand and supply
  6. Managing relationships, building loyalty and customer lifetime value
    1. Managing relationships and loyalty
    2. Customer profitability and lifetime value
    3. Content marketing and social media
  7. Service leadership
    1. Striving for service leadership
    2. Managing service employees and other stakeholders
    3. Managing services’ multichannel strategy
  8. Transformative service and consumer well being
    1. Customer knowledge and literacy
    2. Role of trust and fairness
    3. Customer health, happiness, decreasing disparities, and enhancing customers’ quality of life
    4. Societal impact of services

We invite authors to submit case studies related to services marketing in emerging markets in Asia

Requirements:

Case studies of projects with actual performance data are preferred. Secondary data based case studies are also welcome.

Length of Case: Please follow the Harvard-style case studies format: 7-12 pages of single-spaced text A4 size format excluding figures, tables and appendices. Discussion questions should be provided at the end of the cases.

Please submit a short (1 page or less) statement of interest and description of your case study or concept to Sanjit Kumar Roy sanjit.roy@uwa.edu.au, Dilip Mutumdsmutum@gmail.com & Bang Nguyen bang.london@gmail.com by Wednesday, October 15, 2014. Submissions will be reviewed and considered for publication in the case book. Authors will be notified of a decision by early November. Those invited to submit a full case study will be asked to meet the May 15, 2015 deadline. Anticipated publication date: Late 2015/Early 2016.

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