University of Hertfordshire

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Changing the rules of the marketing game : towards Product Service Systems supported by interaction and relationship management practices. / Catulli, Maurizio.

2010. Paper presented at LENS Conference, Bangalore, India.

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@conference{66538a49c6ae48ff88c4dbef27fc5e55,
title = "Changing the rules of the marketing game: towards Product Service Systems supported by interaction and relationship management practices",
abstract = "Product Service Systems (PSS) have been proposed as an environmentally efficient business model. The benefits of PSS include support of dematerialization and incentives for companies to design more efficient products with longer life cycles. In spite of the attractiveness and envi-ronmental effectiveness of PSS, much still needs to be done to make of it a viable business model. There are limitations such as the rebound effect for example. Key constraints to the implementation and operation of PSS include difficulties in managing diverse networks of providers as PSS are made of heterogeneous organizations. To address this limitation, this paper suggests that the Interaction theoretical framework, first introduced in the 80{\textquoteright}s can inform these network management activities. Marketers can build effective relationship and network management practices to improve the design of effective PSS{\textquoteright}. Marketing educators should support further evolution and adoption of PSS. ",
keywords = "product service system, Marketing, Sustainability, Environment",
author = "Maurizio Catulli",
year = "2010",
month = sep,
language = "English",
note = "LENS Conference ; Conference date: 01-09-2010 Through 05-09-2010",

}

RIS

TY - CONF

T1 - Changing the rules of the marketing game

T2 - LENS Conference

AU - Catulli, Maurizio

PY - 2010/9

Y1 - 2010/9

N2 - Product Service Systems (PSS) have been proposed as an environmentally efficient business model. The benefits of PSS include support of dematerialization and incentives for companies to design more efficient products with longer life cycles. In spite of the attractiveness and envi-ronmental effectiveness of PSS, much still needs to be done to make of it a viable business model. There are limitations such as the rebound effect for example. Key constraints to the implementation and operation of PSS include difficulties in managing diverse networks of providers as PSS are made of heterogeneous organizations. To address this limitation, this paper suggests that the Interaction theoretical framework, first introduced in the 80’s can inform these network management activities. Marketers can build effective relationship and network management practices to improve the design of effective PSS’. Marketing educators should support further evolution and adoption of PSS.

AB - Product Service Systems (PSS) have been proposed as an environmentally efficient business model. The benefits of PSS include support of dematerialization and incentives for companies to design more efficient products with longer life cycles. In spite of the attractiveness and envi-ronmental effectiveness of PSS, much still needs to be done to make of it a viable business model. There are limitations such as the rebound effect for example. Key constraints to the implementation and operation of PSS include difficulties in managing diverse networks of providers as PSS are made of heterogeneous organizations. To address this limitation, this paper suggests that the Interaction theoretical framework, first introduced in the 80’s can inform these network management activities. Marketers can build effective relationship and network management practices to improve the design of effective PSS’. Marketing educators should support further evolution and adoption of PSS.

KW - product service system

KW - Marketing

KW - Sustainability

KW - Environment

M3 - Paper

Y2 - 1 September 2010 through 5 September 2010

ER -