| Autor: |
Menvielle William, Le Dinh Thang, Vu Manh-Chiên |
| Jazyk: |
angličtina |
| Rok vydání: |
2024 |
| Předmět: |
|
| Zdroj: |
ITM Web of Conferences, Vol 66, p 01005 (2024) |
| Druh dokumentu: |
article |
| ISSN: |
2271-2097 |
| DOI: |
10.1051/itmconf/20246601005 |
| Popis: |
This study utilizes a service science perspective to elaborate on the strategic marketing plan of a Canadian mattress company. Founded in 2014, the company has transformed the mattress industry’s traditional product-centric paradigm by adopting a service-dominant logic and employing service systems thinking to fuel its competitive advantage. The research investigates how the company has incorporated concepts from service science, including value co-creation, customer involvement, and tailored solutions, into its marketing approach. The article highlights the importance of service science in developing strategic marketing approaches that work for creative, tech-driven companies by examining the company’s target market identification, marketing mix, and competitive positioning. The results offer valuable insights into the strategic use of service science in the contemporary, digitally-enabled marketplace for both scholars and practitioners. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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