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A growth-share matrix of service marketing research themes

In: A Research Agenda for Service Marketing

Author

Listed:
  • Olivier Furrer
  • Chloé Baillod
  • Mikèle Landry

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.

Suggested Citation

  • Olivier Furrer & Chloé Baillod & Mikèle Landry, 2024. "A growth-share matrix of service marketing research themes," Chapters, in: Olivier Furrer & Mikèle Landry & Chloé Baillod & Jie Y. Kerguignas (ed.), A Research Agenda for Service Marketing, chapter 1, pages 3-20, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21560_1
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    File URL: https://www.elgaronline.com/doi/10.4337/9781803923178.00007
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