Toward a theory of professional service marketing

The existing marketing theory is inadequate in its attempts to explain service marketing. This paper contributes to both the theory of industrial marketing and service marketing through its treatment of the following two questions: What is a professional service? And what relevance has a generic definition of a professional service to the marketer of those services? These questions are dealt with in the broader areas of the current theories and models of industrial marketing and the emerging conceptual frameworks of service marketing.     

Segmenting a business market for a professional service

This article uses benefit segmentation to analyze the structure of an industrial market for professional services— the market for CPA services among business firms. Data were collected from a random sample of U.S. business firms, stratified to include a broad cross section of the market for CPA services. Benefit segments were described by linking CPA selection criteria importance ratings with client firm characteristics such as business firm size. Examples of ways in which information about market structure can be used in marketing professional services are presented. The results provide evidence about the applicability of prior industrial marketing research and multilevel industrial market segmentation models to a professional services market.     

Reconceptualizing professional service firm innovation capability: Scale development

Building on capability theory, this paper presents a reconceptualization of the innovation capability construct within a knowledge-intensive service context, specifically, professional service firms (PSFs). Employing a rigorous multi-stage scale development process we interviewed 37 participants and surveyed 463 respondents across a wide range of PSFs including lawyers, accountants, consulting engineers and management consultants. The results of exploratory and confirmatory factor analyses highlight the multi-dimensional nature of innovation capability within this context. Three dimensions were identified: client-focused, marketing-focused, and technology-focused innovation capability. We provide evidence of face validity, content validity, convergent and discriminant validity, nomological validity and reliability of our scale. Our scale offers a new way to measure innovation capability within PSFs and highlights the need to move beyond the narrow manufacturing mind-set focus of prior innovation research. Implications for theory and practice are discussed.     

Referrals in search markets

This paper compares the equilibrium outcomes in search markets with and without referrals. Although it seems clear that consumers would benefit from referrals, it is not at all clear whether firms would unilaterally provide information about competing offers since such information could encourage consumers to purchase the product elsewhere. In a model of a horizontally differentiated product market with sequential consumer search, we show that valuable referrals can arise in the equilibrium: a firm will give referrals to consumers whose ideal product is sufficiently far away from the firm's offering. We allow firms to price-discriminate among consumers, and consumers to misrepresent their tastes. We found that the equilibrium profits tend to be higher in markets with referrals than in markets without. Consumers tend to be better off in the presence of referrals when search costs are not too low, and under a certain parameter range, referrals lead to a Pareto improvement.     

对加快我国石油技术服务企业国际化品牌建设的思考

实施品牌战略不仅是参与国际市场竞争的需要，也是打破跨国公司技术垄断的需要。我国石油技术服务企业品牌建设落后的原因一方面是由于企业体制改革滞后影响了品牌建设，另一方面是缺乏核心技术。中国石油技术服务企业要全面实施国际化品牌战略，首先要提高对打造国际化品牌紧迫性的认识，加强品牌战略的研究；进一步深化企业体制改革，满足国际化经营和创建名牌的需要；同时要积极营造良好的市场环境，进一步提高技术创新力；强化人力资源的开发，为培育附加值高、技术含量高、竞争能力强的服务产品创造条件，尽快形成一批有实力的跨国企业和著名品牌。     

A simple game-theoretic analysis of peering and transit contracting among Internet service providers

The paper presents a simple game-theoretic model of two Internet service providers (ISPs), drawn from a larger set consisting of Tiers-1 and -2 ISPs, who choose between peering and transit agreements. The study focuses on the costs of interconnection taking into account traffic imbalances. The analysis suggests that if the traffic flows and the costs of interconnection are fairly shared, the provider's peer, otherwise they choose transit. Moreover, the joint profits are maximized under the transit arrangement.     

Service innovation of cold chain logistics service providers: A multiple-case study in China

This exploratory study investigates how cold chain logistics service providers (LSPs) in emerging markets gain competitive advantage through service innovation, and how state ownership and regulatory pressure influence their innovation practices. By applying a multiple-case study research design, this study examines service innovation in four leading cold chain LSPs in China. For each case, specific service innovation practices are documented and coded according to the service innovation framework adapted from previous research. The results show that service innovation is indeed important impetus for cold chain LSPs' superior competitiveness, even though previous research suggested that firms in this industry are not as innovative as others. Cold chain LSPs in emerging markets tend to innovate in providing new value-added and differential service offerings to specific customers, industries or regions. Cross-case analysis also reveals that high state-owned share and regulatory pressure may limit LSPs' capability for investing service innovation and developing novel business models.     

Network neutrality and difference in efficiency among Internet application service providers: A meta-frontier analysis

As Internet applications evolve and require wider and more stable bandwidth, Internet service providers (ISPs) try to maximize their profit by controlling application service providers (ASPs); this has caused a network neutrality debate. This article categorizes ASPs into four groups by bandwidth-usage attributes and latency sensitivity. By estimating the efficiency of these groups, their efficiency differences are estimated, indicating evidence of discrimination of ISPs when network neutrality is not maintained. Meta-frontier analysis is used to compare efficiencies across companies using different production function technologies. Finally, a Tobit regression model is used to determine which variables explain the difference of efficiencies. The estimation result indicates that the discrimination of ISPs against ASPs is not significant enough to decrease the efficiency of any application group.     

Identifying buying influences for a professional service: Implications for marketing efforts

This study analyzes the structure of a buying center for a professional service—CPA services. The results suggest CPA buying centers are similar in size and in the number of levels of corporate hierachy and functional areas involved to buying centers for other industrial services. Various buying firm characteristics (size, amount of audit fee, presence of an audit committee) were associated with differences in CPA buying center structure. The relationship of the results to prior industrial marketing research and their implications for marketing CPA services are discussed.     

Overcoming localization of knowledge — the role of professional service firms

The literature on organizational learning asserts that external learning is often limited geographically and technologically. We scrutinize to what extent organizations acquire external knowledge by accessing external knowledge repositories. We argue that professional service firms (PSFs) grant access to nonlocalized knowledge repositories and thereby not only facilitate external learning but also help to overcome localization. Focusing on patent law firms, we test our predictions using a unique dataset of 544,820 pairs of European patent applications. Analyzing patterns of knowledge flows captured in patent citations, we find that accessing a PSF's repository facilitates the acquisition of external knowledge. As the effect is more pronounced for knowledge that is distant to a focal organization, we conclude that having access to a knowledge repository compensates for localization disadvantages. Copyright © 2013 John Wiley & Sons, Ltd.     

The influence of position and gender on personal networks in a UK professional service

This paper presents empirical findings regarding the content and process of personal contact or social networks and networking of practitioners in a professional service. The focus of the study is public relations practitioners operating in seven consultancies across the UK, in Manchester, London, Yorkshire and Cheshire. Using qualitative methodologies including in-depth interviews and network mapping, the study reveals practitioners' network size and variety of contacts, and their role in client acquisition and retention. In particular, the study suggests that position and gender are two key influences on practitioners' personal networks. The study appears to identify that managers may have the smallest networks compared to their colleagues and especially lack weak tie contacts in the form of friends, and that female practitioners may have larger and more varied personal contact networks than men. The study thus offers an insight into personal network membership for public relations practitioners, hitherto unexplored, plus a deeper understanding of interactional dimensions of social networks and the gendered nature of networking in the UK public relations sector.     

Drivers and outcomes of relationship quality with professional service firms: An SME owner-manager perspective

Strong relationships are important, particularly for business partners dealing with business-to-business (B2B) professional service providers, as the quality of the relationship can serve as a proxy for evaluating the service delivery. Grounded in the RM paradigm, this study focused on this unique inter-firm business exchange between professional service firms (PSFs) and small and medium-sized enterprises (SMEs) in order to investigate the drivers and outcomes of relationship quality (RQ). Specifically, we utilized a mixed-methods approach to understand (i) the key dimensions of RQ and its drivers, (ii) the mechanism through which RQ affects relational outcomes (i.e. loyalty and willingness-to-pay premium price), and (iii) the moderating role of relationship duration and perceived risk among these relationships in a B2B professional service context. The results from a survey of 324 SME CEOs and/or owner-managers confirmed the importance of relationship value in mediating the effects of RQ and its outcomes, particularly in long-term relationships and under high-risk situations. The authors discuss the implications of the findings for theory and practice in the PSF context, and acknowledge the research limitations.     

In direct breach of managerial edicts: a practice approach to creative deviance in professional service firms

Drawing on practice as a meta-theoretical lens, we explore creative deviance (CD): wilful violation of managerial orders by employee(s) to pursue creative ideas. Data for our inquiry comes from in-depth interviews with middle managers and employees in two professional service firms (PSFs). We argue that two distinct organising processes are necessary for the emergence of CD in practice: organising configuration and formalisation of R&D processes. We develop these dimensions to produce a typology of interrelated ideal types of outcomes when employees are explicitly instructed to stop pursuing an idea. We found three salient organising practices (technical concerns for efficiency and metrics, suppression of metistic knowledge and disjointed managerial responses to violations of sanctioned organising procedures), which may operate in combination or serially, to foster CD in practice. We conclude with some key implications for the theory and practice of creativity in PSFs.     

Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport

The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer-employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer-employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer-employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.     

从定制到预制再到大规模定制——中国石油工程技术服务公司业务模式转型探讨

中国石油工程技术服务公司技术和服务的产品化、标准化程度较低,业务模式主要还是以定制为主,同时存在少量的预制,无法进行大规模工业化生产,更无法进行大规模定制服务.今后中国石油工程技术服务公司提高综合竞争能力的关键是逐步实施业务模式的战略转型,实现从定制到预制、再到大规模定制的业务模式转型.石油工程技术服务公司业务模式转型解决方案的主要内容包括:1)业务模式转型的组织层次;2)业务模式转型的重要前提条件;3)战略与标杆分析;4)关键成功要素分析;5)战略构筑;6)融智.     

Being appropriately professional: the interaction between professionalism,ICT and knowledge transfer

This article examines how professionalism impacts on the interaction and knowledge transfer of professionals within open plan workspaces and between distributed workplaces when using ICT. Knowledge is key to the system of professions and the power of professionals. At the same time, professional work requires professionals to behave in an appropriate and professional‐like manner, and this includes sharing knowledge with colleagues. Yet, the ideology of professionalism is changing. Alongside, professionals are working differently, including across distributed workplaces and often interacting via ICT. These shifting contexts make understanding the interaction between professionalism, knowledge transfer and ICT crucial. Drawing on Goffman's work, particularly his exposition of interaction rituals, interviews with accountants reveal that when using ICT, the professional framework of interaction – what can be said, who has the right to speak and who is the audience – meets appropriateness in sometimes contradictory ways, potentially limiting the growth and propagation of knowledge.     

An investigation of the relationship between behavioral processes, motivation, investments in the service business and service revenue

Despite the established benefits of services in manufacturing companies, very few managers are motivated to invest resources in extending the service business. On the basis of a combination of qualitative and quantitative research approaches, we illustrate that managers cannot be easily motivated. Managerial motivation to extend the service business in manufacturing companies is more like a process that must grow organically. To do so, managers have to overcome some of the typical behavioral processes of manufacturing companies. In greater detail, we explore how the disbelief in the financial opportunities of services risk aversion in exploiting strategic opportunities, setting overambitious objectives and an overemphasis on obvious causalities limit managerial motivation to extend the service business. If manufacturing companies can overcome these behavioral processes, the managerial motivation will increase, leading to more investments in the service business and thus enhancing service revenue and overall profitability.     

The Disciplining Effect of Concern for Referrals: Evidence from Real Estate Agents

Real estate agents rely on clients for referrals to generate future business; this article examines whether concern for referrals disciplines agents. We compare results for sellers who move to another area (and are less likely to provide referrals) with results for sellers who remain in the area (and are more likely to provide referrals). We find that moving‐away sellers’ houses have a higher sale rate, sell faster and sell for less (even after controlling for moving‐away sellers’ greater impatience). We also provide evidence that the disciplining effect of concern for referrals is stronger for agents who place a greater value on reputation. Finally, among sellers who are better at evaluating and monitoring agents, we see less of the high sell rate, low sale‐price effect.     

Strategic development of third party logistics providers

The growth of the Third Party Logistics (TPL) business has caused many firms from different industries to enter the field. We are interested in how their different strategies develop over time with a special focus on how they balance between general problem solving capability and the degree of customer adaptation. In the development of their strategy the newly entered firms shown to be highly influenced by existing business and its network. However, at a later stage the case firms were all focused on moving into more advanced and complex services (4pl type of services) without considerations to their traditional business strategy. We have also identified some issues of importance when managing the continued TPL business strategy. One issue is about the organisation of the TPL business and its need for neutrality from traditional business. The next issue is about the internationalisation of the TPL business and the need of a partly different pattern and network. Finally, the issue of coping with strategic alliances, mergers and acquisitions seems vital for understanding and developing the business.