Reconfiguration of the conceptual landscape: a tribute to the service logic of Richard Normann

This article is a tribute to the late Richard Normann, whose call for a “service logic” (Normann, Reframing Business: When the Map Changes the Landscape, Wiley, Chichester, p. 99, 2001) both parallels and enriches service-dominant (S-D) logic (Vargo and Lusch, J. Mark, 68:1–17, 2004a). Like Vargo and Lusch, Normann shifted the focus of the offering from an output to a process of value creation and perceived the firm as an organizer of this process, with the customer as a co-producer, rather than a receiver of value. He also argued that offerings are “frozen knowledge,” similar to Vargo and Lusch’s contention that the basis of exchange is applied operant resources (service) and suggested that the ‘dematerialization’ of resources increases their ‘liquidity’, which allows increased “density” for value creation. Thus, he suggested that firms need to “reframe business”—rethink the logic of value creation—to reveal opportunities in reconfiguring the value constellations of which they are part. This tribute explores these and other similarities and differences between Normann’s work and the evolving S-D logic.     

Multi-dimensional contracts with task-specific productivity: an application to universities

Academics produce science and teaching which requires specific unobservable characteristics. Applying the multi-dimensional screening methodology of Armstrong and Rochet (European Economic Review, 43, 959–979, 1999), it is shown that universities optimally propose a menu of contracts to academics: high powered incentives for those who are productive and lower ones for other agents. In some cases, the university can write a single contract for both tasks to increase production. An academic is then expected to produce more teaching to show that she likes science, which is an argument to produce science and teaching in a single institution: universities. These results are discussed in light of economic, sociological and educational literature.      

Fair Trade Managerial Practices: Strategy,Organisation and Engagement

The number of distributors selling Fair Trade products is constantly increasing. What are their motivations to distribute Fair Trade products? How do they organise this distribution? Do they apply and communicate the Fair Trade values? This research, based on five case studies in Switzerland, aims at understanding and structuring the strategies and the managerial practices related to Fair Trade product distribution, as well as analysing if they denote an engagement with Fair Trade principles. The results show a high heterogeneity of strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase Fair Trade global sales but do not convey the transformative message of Fair Trade through their engagement. The latter is rather communicated through alternative channels. Problems and potential solutions to this issue are discussed.     

Bringing Unemployed Back to Work: Effective Active Labor Market Policies

We present a theoretical analysis of different types of active labor market policies in the context of a search-matching model. We find that labor market training is effective in bringing down unemployment while public employment services and subsidized jobs are not effective at all. This theoretical finding is confirmed in an explorative empirical analysis using data from 20 OECD countries.     

The Forgotten Risk: Financial Incentives

Summary  The number of risks that are taken into account by risk managers has grown over the years, but they still have a blind spot for the danger that remuneration schemes and financial incentives can lead to more risk taking. Such an effect constitutes a regime change, making standard statistical analyses of previous data obsolete. Common remuneration contracts for hedge fund managers and bank traders provoke risk taking and lead to volatile results. The incentive structure of rating agencies sheds doubts on the quality of their judgment. Risk managers should address the behavioral effects of incentive schemes, both inside and outside their firm. Incentive schemes should be corrected in such a way that only long-term results pay off. CEO, ABN-AMRO Bank and former Minister of Finance. These comments were prepared for the occasion of the Jelle Zijlstra Lecture by Martin Hellwig at the VU University, Amsterdam, May 27, 2008, when Gerrit Zalm was CFO of DSB Bank.     

Financial markets and exchange-rate regimes in transition to EMU

This paper highlights that the EMU transition process itself can pose challenges to individual accession countries and draws policy implications for ERM II. Differences in financial market development and international liabilities underscore the risks and benefits of ERM II, and may lead to conflict between short and long-term policy objectives.     

Corporate Perceptions of the Business Case for Supplier Diversity: How Socially Responsible Purchasing can ‘Pay’

In exploring corporate perceptions of the business case for supplier diversity (SD), this paper reports on a cross-national study of large purchasing organisations (LPOs) that had introduced, or were in the process of introducing, purchasing initiatives aimed at ethnic minority businesses (EMBs). The research investigates how LPOs portray the benefits of this form of socially responsible purchasing and suggests a business case construct based on four component elements. It also highlights a number of contextual factors that appear to have shaped business case rationales. The paper concludes with a discussion of issues of cost and contingent influences affecting SD programmes and points to possible areas for future research.