A growth-share matrix of service marketing research themes

Olivier Furrer, Chloé Baillod and Mikèle Landry

Chapter 1 in A Research Agenda for Service Marketing, 2024, pp 3-20 from Edward Elgar Publishing

Abstract: A Research Agenda for Service Marketing offers a unique perspective on service marketing research’s evolution and future directions. The idea for this book originated from the article “Twenty-seven years of service research: a literature review and research agenda” by Olivier Furrer, Jie Yu Kerguignas, Cécile Delcourt, and Dwayne D. Gremler (2020), published in the Journal of Services Marketing, whose findings provide structure to the present volume. Relying on the Growth-Share Matrix developed in the article of Furrer and others (2020), this introductive chapter aims to identify directions for future service marketing research, which will be further developed in the following contributing chapters.

Keywords: Business and Management; Economics and Finance; Geography (search for similar items in EconPapers)
Date: 2024
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