Bård Tronvoll

• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2026). Navigating digital servitization in manufacturing SMEs through value propositions. Journal of Service Management (JOSM). ISSN 1757-5818. 37(3), p. 511–532. doi: 10.1108/josm-07-2024-0292. Full text in Research Archive Show summary

  Purpose The purpose of this study is to understand how manufacturing small and medium-sized enterprises (SMEs) can navigate digital servitization to cocreate value propositions. Design/methodology/approach The present exploratory study interviewed managers from 18 manufacturing SMEs holding managerial positions. The analysis started with a Gioia-inspired approach consisting of first establishing inductive first-order in vivo codes, followed by an abductive coding process based on current literature about cocreating value propositions. Findings The study identified three dimensions of digital servitization that manufacturing SMEs must undergo to transition to digital servitization and create value: (1) value-driven digitalization, (2) workforce-driven digitalization and (3) collaborative-driven digitalization. In these dimensions, entangled drivers and challenges related to customer demand, investments, employees and service platform providers must be addressed. A conceptual framework was developed for how manufacturing SMEs can navigate digital servitization and create value propositions. Research limitations/implications This study's manager-focused interviews may limit insights from an employee perspective. As employees play crucial roles as drivers and challenges in digital servitization, future research should incorporate employee interviews to gain a holistic understanding. While interviews within 18 manufacturing SMEs provide a broader perspective on navigating digital servitization to provide value propositions, they lack the depth that a single case study could offer. Originality/value This research advances the literature by offering insights into how manufacturing SMEs can use value propositions to navigate the three dimensions of digital servitization, including its drivers and challenges.

• Awan, Usama; Tronvoll, Bård & Alola, Andrew Adewale (2026). Manufacturing Industries and Footprints: How Energy Structure Determines Environmental Quality. Sustainable Development. ISSN 0968-0802. p. 1–18. doi: 10.1002/sd.70497. Full text in Research Archive Show summary

  Greenhouse gas (GHG) emission in the Norwegian manufacturing industry has declined significantly relative to 1990 levels; however, the industry remains the third emitter of GHGs. This implies that achieving “a low- emission society” target (detailed in the Norwegian Climate Act) depends on sustaining industrial emission mitigation efforts. To advance knowledge on the het- erogeneity of GHG emission reduction progress across the country's manufacturing industry, the study examines whether the industry's output and energy structure impact carbon dioxide (CO2) and GHG (excluding CO2) emissions disproportionately both at the industry's aggregate level and subsector levels of the industry. As such, panel- corrected standard errors (PCSEs) and autoregressive distributed lag (ARDL) approaches are respectively employed for the industry's aggregate level and subsector levels analyses. At the industry's aggregate level: (i) output improves environmental quality by mitigating CO2 emission while showing no significant impact on GHG (excluding CO2) emissions, (ii) the use of oil, natural gas, and electricity energy sources worsens environmental degradation by increasing carbon emission while biofuels exert a desirable environmental effect by mitigating CO2 emission, and (iii) electricity and biofuels sources spur other GHG emissions (excluding CO2) while oil exerts a reverse effect. Meanwhile, at the subsector levels, environmental quality is worsened in each of the 13 manufacturing industries (by oil consumption), 9 subindustries (by natural gas consumption), 8 subindustries (by electricity consumption), and 6 subindustries (by biofuel consumption). However, the energy mix also improves environmental quality in a few subindustries. These results furnish industry practitioners and decision makers with useful policy inference.

• Braathen, Petter & Tronvoll, Bård (2026). Fra kunstig til kollektiv intelligens: KI som strategisk ressurs i verdiskaping. Magma forskning og viten. ISSN 1500-0788. 29(1), p. 69–78. doi: 10.23865/magma.v29.1530. Full text in Research Archive Show summary

  Den dominerende betegnelsen kunstig intelligens gir et misvisende bilde av moderne språkmodeller. Denne artikkelen argumenterer for at språkmodeller bør forstås som muliggjørere av kollektiv intelligens (KI), forstått som en emergent kapasitet i sosiomaterielle systemer snarere enn som en egenskap ved teknologien i seg selv. Språkmodeller opererer syntaktisk og ikke semantisk, og de produserer tekstlige fremstillinger uten egen forståelse som først får mening i samspill med menneskelig dømmekraft. Samarbeidet mellom modellens tekstbearbeidende kapasitet og menneskelig kognisjon åpner for nye former for verdiskaping, men utfordrer samtidig etablerte forestillinger om kunnskapsarbeid og profesjonell identitet. Dette perspektivskiftet har betydelige implikasjoner for organisasjoner. Fremtidig verdiskaping forutsetter kapabiliteter som gjør det mulig å integrere kollektiv intelligens i organisatoriske prosesser på en ansvarlig måte. Artikkelen identifiserer tre analytiske mekanismer for samskaping av verdi – kompleksitetskomprimering, refleksiv resonans og kognitiv katalyse – som idealtypiske handlingslogikker snarere enn deterministiske effekter av teknologien. Videre viser studien at verdiskaping gjennom kollektiv intelligens forutsetter utvikling av metakognitive og refleksive kapabiliteter. Artikkelens bidrag er tredelt: å introdusere kollektiv intelligens som et mer presist analytisk rammeverk for å forstå språkmodellers rolle i organisatorisk verdiskaping, å utvikle en betinget og ikke-deterministisk forståelse av samskaping mellom menneskelig dømmekraft og modellbasert kapasitet, og å vise hvordan organisasjoner forankrer samskapingen i praksis gjennom ansvarlig integrasjon i rutiner. Dermed flyttes forståelsen av kunstig intelligens fra en forutbestemt fortelling om substitusjon til et handlingsrettet perspektiv på organisatorisk verdiskaping. English abstract From Artificial to Collective Intelligence: Language Models as Strategic Resources for Value Creation The dominant label artificial intelligence offers a misleading account of contemporary language models. This article argues that language models should instead be understood as enablers of collective intelligence (CI), conceived as an emergent capacity in socio-material systems rather than as a property of the technology itself. Language models operate syntactically rather than semantically and generate textual representations without intrinsic understanding; meaning arises only through interaction with human judgment. The interplay between models’ text-processing capacity and human cognition opens up new forms of value creation, while simultaneously challenging established assumptions about knowledge work and professional identity. This perspective shift has significant implications for organizations. Future value creation depends on capabilities that enable the responsible integration of collective intelligence into organizational processes. The article identifies three analytical mechanisms of value co-creation—complexity compression, reflexive resonance, and cognitive catalysis—which are conceptualized as ideal-typical action logics rather than deterministic effects of the technology. Furthermore, the study shows that value creation through collective intelligence presupposes the development of metacognitive and reflexive capabilities. The article makes three contributions: (1) introducing collective intelligence as a more precise analytical framework for understanding the role of language models in organizational value creation; (2) developing a conditional and non-deterministic account of co-creation between human judgment and model-based capacity; and (3) demonstrating how organizations anchor such co-creation in practice through the responsible integration of language models into routines. In doing so, the article shifts the understanding of artificial intelligence away from a predetermined narrative of substitution toward an action-oriented perspective on organizational value creation.

• Mark, Peterson,; Tronvoll, Bård & Julia, Fehrer, (2025). Theories of sustainability: Re-imagining a marketing-indigenous understanding of sustainability. AMS Review. ISSN 1869-814X. 15, p. 3–22. doi: 10.1007/s13162-025-00320-1. Full text in Research Archive Show summary

  Sustainability demands system-level transformation, yet marketing theory remains largely grounded in firm-centric, transactional, and equilibrium-based assumptions that are ill-suited to address planetary-scale challenges. This article responds to the need for more conceptually ambitious marketing scholarship capable of grappling with sustainability as a dynamic, contested, and future-oriented phenomenon. We identify key conceptual and methodological barriers that have constrained sustainability theorizing in marketing and examine how foundational perspectives within the discipline can be re-imagined and extended to meet these demands. Through a review of conceptual contributions in AMS Review, we trace how sustainability-related thinking has evolved within the field and assess the potential of three marketing-indigenous theories—Service-Dominant Logic, Resource-Advantage Theory, and Market Shaping—to inform the development of sustainability theory. Building on this foundation, we propose a future research agenda structured around four interlinked themes: (1) advancing system-level theorizing, (2) reimagining stakeholder responsibility to include nature and future generations, (3) conceptualizing sustainability as a dynamic resource domain, and (4) enabling prospective theorizing to support the shaping of more sustainable market futures.

• Quero, Maria Jose; Ruiz-Alba, J. L.; Mele, Cristina; Tronvoll, Bård & Ventura, R. (2025). Internationalization of innovation practices: Actors and linkages in crowdfunding ecosystems. European Journal of International Management. ISSN 1751-6757. 26(3-4), p. 432–451. doi: 10.1504/EJIM.2025.146852. Full text in Research Archive Show summary

  Digitalisation has disrupted society and academia, especially in international management with respect to resource exchange, value propositions and innovation processes. The connection among actors in open platforms is an example of how this challenge can drive innovation and improve ecosystems' viability. This research investigates how innovation practices have arisen from connectivity and actor engagement. We use a crowdfunding context to address how the linkages can be strategically designed to join actors and resources in service ecosystems. The paper describes how actors connect in crowdfunding ecosystems by highlighting three kinds of linkages that result in actor engagement, trigger innovation and impact ecosystem viability. Managers in international settings can facilitate the design of engagement platforms, and craft strategies that increase resource exchange and integration, to engage actors in innovation practices in order to impact the service ecosystem's viability.

• Hanssen, Martin; Sörhammar, David & Tronvoll, Bård (2025). Circularity work: reorienting service ecosystems towards circularity. Journal of Service Management Research (SMR). ISSN 2511-8676. 8(3-4), p. 116–134. doi: https:/www.nomos-elibrary.de/de/document/view/detail/uuid/56a1f1dc-3c61-31b8-906f-1ec1243b57d8. Full text in Research Archive Show summary

  The circular economy (CE) offers a promising alternative to traditional linear models but requires systemic reorientation towards circular value cocreation. Within service ecosystems, actors rely on institutional arrangements to integrate resources and cocreate value. To effectively implement a reorientation towards circularity, actors conduct circularity work – efforts undertaken by actors within service ecosystems to enable, cultivate, and legitimize institutions supporting circular value cocreation. Through 18 semi-structured interviews and supplementary data, this study identifies three interconnected types of circularity work: (1) Enabling: focused on implementing and operationalizing circular practices within service ecosystems; (2) Cultivating: aimed at creating the foundation for circular practices by aiding actors to participate; and (3) Legitimizing: aimed at establishing circular practices as appropriate and desirable, embedding them within existing institutional structures. By providing a framework illustrating how actors enact circularity work to foster circularity, we advance the understanding of transitions toward circular value cocreation in service ecosystems. Lastly, we give directions for future research to support circular value cocreation.

• Edvardsson, Bo Åke & Tronvoll, Bård (2025). Service Management: Evolution and Moving Forward. In Witell, Lars (Eds.), Service Innovation and Management Digitalization, Service Infusion and Customer Experience. Springer. ISSN 9783031765599. p. 15–31. doi: 10.1007/978-3-031-76560-5_2. Full text in Research Archive Show summary

  This chapter describes the evolution of service management (SM) from focusing on services as a category of market offerings (as distinct from physical products) to a perspective on value creation. This evolution of SM can be described in three broad periods. The first was when services were understood as unproductive or additions to physical products. Management models from manufacturing and marketing of goods were used, but service organizations could not be managed by using models from manufacturing. This sparked the second period, in which research on service-based concepts and models was grounded in the service encounter, service quality, and customer relations in service organizations. However, no widely accepted view or definition of service and SM was developed during this time. About 20 years ago, in the third period, a new view on service was developed, and this view is still moving SM forward. Service (singular) was understood as a perspective of value creation. The Service-Dominant Logic was born and has developed into a systemic view of understanding service businesses. Recently, a somewhat different view—a practice-theory approach to SM—has been suggested, which still focuses on value creation through service.

• Åkesson, Maria; Löfberg, Nina; Tronvoll, Bård & Nissen, Anikka (2025). Value Co-creation Through Collaboration: The Case of Efficient Load Out. In Witell, Lars (Eds.), Service Innovation and Management Digitalization, Service Infusion and Customer Experience. Springer. ISSN 9783031765599. p. 59–70. doi: https:/link.springer.com/chapter/10.1007/978-3-031-76560-5_5. Full text in Research Archive Show summary

  Using the case of efficient load out (ELO), a digital solution offered by Volvo Group, this chapter illustrates how activities can lead to a service-oriented value co-creation approach among actors during the development of a digital solution. In particular, activities performed in the ELO project focused on the customer’s process, collaboration, and creating a win-win solution. Adopting these new dimensions of a service-oriented value co-creation approach resulted in outcomes for the actors that were directly involved in the project and for those actors experiencing the result. By broadening the scope from the company to the ecosystem, the digital solution became applicable, and deeper relationships were created with customers. The company gained specific domain competence and increased its competitive advantages.

• Åkesson, Maria; Löfberg, Nina & Tronvoll, Bård (2025). Enhancing customer experience in digital servitization: The impact of service-dominant logic. In Kristensson, Per; Witell, Lars & Zaki, Mohamed (Ed.), Handbook of Service Experience. Edward Elgar Publishing. ISSN 9781035300198. p. 119–129. doi: 10.4337/9781035300198.00016. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo Åke (2025). Managing customer experiences in times of crisis. In Kristensson, Per; Witell, Lars & Zaki, Mohamed (Ed.), Handbook of Service Experience. Edward Elgar Publishing. ISSN 9781035300198. p. 245–256. doi: 10.4337/9781035300198.00027. Full text in Research Archive Show summary

  This chapter emphasizes the importance of managing customer experiences during times of crisis, particularly in service ecosystems where value cocreation is critical. The chapter uses three modalities of crisis - discontinuity, accessibility, and fragmentability - which affect how customers behave and how firms should respond. The firm must address uncertainties, communicate how it will support the customer, and engage employees and customers in a shared understanding of the situation. The text highlights the need for firms to understand social dynamics within the service ecosystem, identify key influences, and prioritize actions that maintain customer experiences. Effective crisis management involves engaging both employees and customers in a shared understanding of the situation to ensure a favorable customer experience.

• Sklyar, Alexey; Sörhammar, David; Kowalkowski, Christian & Tronvoll, Bård (2025). Digital service orientation: unlocking servitization in service operations and service sales. International Journal of Operations & Production Management. ISSN 0144-3577. 45(13), p. 117–139. doi: 10.1108/IJOPM-08-2024-0710. Full text in Research Archive Show summary

  Purpose Manufacturers increasingly harness digital technologies in their servitization efforts. However, the research has mainly focused on higher-level aspects of servitization, often overlooking the role of organizational routines at the firm-customer interface. This especially concerns two key customer-facing functions, service operations and service sales. This study explores how digital service orientation can be induced within these units’ organizational routines. Design/methodology/approach Survey data from 534 respondents (270 in service operations and 264 in service sales) from a market-leading manufacturing corporation implementing a digital service strategy were analyzed with a fuzzy-set qualitative comparative analysis (fsQCA). Findings The analysis uncovers alternative configurations of routine elements that induce digital service orientation in customer-facing units. These configurations combine four core routine elements: technology foresight, adaptability, agility, and rule-bending. Notably, distinct cross-functional patterns—assertive, responsive, and nimble—emerge across service operations and sales. Practical implications For managers, the cross-functional patterns offer a useful tool for inducing digital service orientation across customer-facing functions. Originality/value This exploratory study advances servitization research by identifying cross-functional patterns that induce digital service orientation. The findings reveal a surprising degree of homogeneity between service operations and sales, with greater alignment than previously assumed. This study also highlights the role of rule-bending in managing the often-overlooked tensions inherent in digital service strategies. Additionally, it points to a more limited role of customer focus, particularly in the context of intermediate services.

• Sarno, Debora; Pels, Jaqueline; Polese, Francesco; Sörhammar, David; Tronvoll, Bård & Vargo, Stephen L. (2025). Exploring radical market changes as phase transitions of service ecosystems: Insights from Complexity Science. p. 1–28. doi: https:/link.springer.com/chapter/10.1007/978-3-031-81942-1_1. Full text in Research Archive Show summary

  The multiple current transformations can determine complex radical market changes. Many market actors feel an increasing need to make sense of market dynamics, which bring opportunities but also threats. We leverage on the Service-Dominant logic and deepen its roots in complexity science to delineate radical market changes (i.e., phase transitions of service ecosystems). In particular, within complexity science literature, we found that phase transitions are approached in three diverse ways: shifts to a new complex order, shifts to a region of complexity where chaos and order achieve a balance, and shifts to escape chaos. We show that those three approaches can be integrated to give a full explanation of the dynamics of the service ecosystems. Then, we reconcile the approaches with the S-D logic narrative to delineate the complexity science insights into the phase transitions of service ecosystems. In doing so, we highlight some interesting concepts to further explore within S-D logic: institutional instability and service ecosystem viability near the edge of chaos, and institutionalization due to self-organized criticality. The implications connect the conceptual findings to the practice of market actors facing transformations.

• Arsenovic, Jasenko; Edvardsson, Bo Åke & Tronvoll, Bård (2025). A Little Bit of That Human Touch: Avoid and Recover Service Failures. In Witell, Lars (Eds.), Service Innovation and Management Digitalization, Service Infusion and Customer Experience. Springer. ISSN 9783031765599. p. 101–111. doi: 10.1007/978-3-031-76560-5_8. Full text in Research Archive Show summary

  Managers who handle complaints often assume that customers report all service failure and passively wait for service personnel to resolve the problem solution (i.e., the service recovery). Here, based on decades of service recovery research, we seek to problematize the common conceptualization of a service failure. In particular, we argue for a broader understanding of what constitutes a service failure, encompassing failures that are not necessarily associated with the service provision, but can cause interruptions in the service experience. Using this new understanding of service failures, we outline advice for service managers to consider to avoid causing failures, and optimize their recovery processes by emphasizing the importance of the human service employees.

• Tronvoll, Bård & Edvardsson, Bo Åke (2025). Service Management Through Service Platforms and Digitalization. In Witell, Lars (Eds.), Service Innovation and Management Digitalization, Service Infusion and Customer Experience. Springer. ISSN 9783031765599. p. 33–44. doi: 10.1007/978-3-031-76560-5_3. Full text in Research Archive Show summary

  This chapter discusses service management from the perspective of the service ecosystem, which includes creating, proposing, and capturing value for all actors involved. Service management is becoming essential due to the increasing importance of the service sector in many economies worldwide and the servitization of manufacturing industries. This chapter highlights the challenges and opportunities for service management in the face of digitization and technological advances, including the emergence of service platforms as a dominant model and tool for service management. The chapter also emphasizes that service platforms should be understood as center-points in the service ecosystem, facilitating supply and demand among several actors. The service platform can also create opportunities for service managers to manage value co-creation effectively, facilitate collaboration, and provide tools and resources to customers. The chapter concludes by discussing the essential management considerations for service management, including multi-actor collaboration and ecosystem transformation.

• Findsrud, Rolf & Tronvoll, Bård (2024). Human-Technology Symbiosis in Service: Insights from Dual-Process Theory, Humane Autonomous Technology: Re-thinking Experience with and in Intelligent Systems. Palgrave Macmillan. ISSN 9783031665271. p. 157–177. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo Åke (2024). Understanding how service ecosystem actors collaborate for value cocreation. In Furrer, Olivier; Landry, Mikele; Baillod, Chloe & Kerguignas, Jie Y. (Ed.), A Research Agenda for Service Marketing. Edward Elgar Publishing. ISSN 9781803923178. p. 69–90. doi: 10.4337/9781803923178.00012. Full text in Research Archive
• Trischler, Jakob; Røhnebæk, Maria; Edvardsson, Bo Åke & Tronvoll, Bård (2023). Advancing Public Service Logic: moving towards an ecosystemic framework for value creation in the public service context. Public Management Review. ISSN 1471-9037. doi: 10.1080/14719037.2023.2229836. Full text in Research Archive Show summary

  This paper argues that the theoretical foundation for studying the ecosystemic nature of value creation is lacking within the public service logic (PSL). To address this limitation, the paper uses a theory synthesis to clarify service-related key concepts and develop four premises that position PSL as an ecosystemic framework. These premises 1) position PSL as a mid-range theoretical framework, 2) propose the service ecosystem as an analytical framework, 3) define service (not services) as the basis for PSL, and 4) acknowledge the mediating role of the public service organization in value co-creation. Research directions guide the future development of PSL.

• Tronvoll, Bård & Edvardsson, Bo Åke (2023). Critical examination of academic marketing and service research’s philosophical foundation. Journal of Services Marketing. 38(1). doi: 10.1108/JSM-01-2023-0002. Full text in Research Archive Show summary

  Purpose The philosophical foundations determine how an academic discipline identifies, understands and analyzes phenomena. The choice of philosophical perspective is vital for both marketing and service research. This paper aims to propose a social and systemic perspective that addresses current challenges in service and marketing research by revisiting the philosophy of science debate. Design/methodology/approach The paper revisits the philosophy of science debate to address the implications of an emergent, complex and adaptive view of marketing and service research. It draws on critical realism by combining structuration and systemic perspectives. Findings A recursive perspective, drawing on structures and action, is suggested as it includes multiple actors’ intentions and captures underlying drivers of market exchange as a basis for developing marketing and service strategies in practice. This is aligned with other scholars arguing for a more systemic, adaptive and complex view of markets in light of emerging streams in academic marketing and service research, ranging from value cocreation, effectuation, emergence and open source to empirical phenomena such as digitalization, robotization and the growth of international networks. Research limitations/implications The reciprocal dynamic between individuals and the overarching system provides a reflexivity approach intrinsic to the service ecosystem. This creates new avenues for research on marketing and service phenomena. Originality/value This paper discusses critics, conflicts and conceptualization in service research. It suggests a possible approach for service research and marketing scholars capable of responding to current complexities and turbulence in economic and societal contexts.

• Karpen, Ingo; Edvardsson, Bo Åke; Tronvoll, Bård; Jakkula, Elina & Conduit, Jodie (2023). Circular service management: toward conceptual understanding and service research priorities for a more sustainable future. Journal of Service Management (JOSM). ISSN 1757-5818. 34(6), p. 50–69. doi: 10.1108/JOSM-06-2023-0269. Full text in Research Archive Show summary

  Purpose Service managers increasingly strive to achieve sustainability through strategies centered on circularity. With a focus on saving, extending and (re)generating resources and their enclosing service systems, circularity can contribute to environmental, social and financial gains. Yet, the notion of circularity is surprisingly understudied in service research. This article seeks to provide an initial conceptual understanding of circular service management, introducing illustrative strategies and research priorities for circular service management. This paper provides a roadmap for scholars, practitioners and policymakers to develop a deeper understanding of the opportunities from adopting circular services. Design/methodology/approach The authors explore the concept of circular service management by drawing upon existing literature on sustainability, circularity and service research. Strategies of circular service management and research priorities emerge on the basis of industry best practice examples and research on sustainability challenges and opportunities. Findings Service researchers have largely ignored the concept and role of circularity for service businesses. Extant research on the topic nearly exclusively features in non-service journals and/or does not seek to advance service theory through circularity. This article argues that circular service management enables the implementation of service thinking in the pursuit of sustainability and outlines four types of circular service management strategies. Originality/value The authors introduce the concept of circular service management and highlight the role of service research for designing and managing circular systems and operations. This article also offers a research agenda connecting managerial challenges and opportunities with key service research priorities for circular service management. This provides a roadmap for scholars, practitioners and policymakers to develop a deeper understanding of pursuing circular services, thereby contributing to a more sustainable future.

• Findsrud, Rolf & Tronvoll, Bård (2022). Deep Learning in Higher Education: A Service-Dominant Logic Perspective, Improving the Evaluation of Scholarly Work - The Application of Service Theory. Springer. ISSN 9783031176616. p. 131–149. doi: 10.1007/978-3-031-17662-3_9. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo Åke (2022). Customer experiences in crisis situations: An agency-structure perspective. Marketing Theory. ISSN 1470-5931. doi: 10.1177/14705931221104520. Full text in Research Archive Show summary

  In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.

• Dehling, Sebastian; Edvardsson, Bo Åke & Tronvoll, Bård (2022). How do actors coordinate for value creation? A signaling and screening perspective on resource integration. Journal of Services Marketing. 36(9), p. 18–26. doi: 10.1108/JSM-02-2020-0068. Full text in Research Archive Show summary

  Purpose – Although service research typically asserts that institutions coordinate actors’ value creation processes, institutions and resources are not necessarily transparent, aligned, or pre-existing. This paper aims to develop a more granular perspective on how actors coordinate for value. Design/methodology/approach – Drawing on the established concepts of signaling and screening theory, this paper adopts a service marketing perspective to explore how independent heterogeneous actors coordinate for value creation at the individual level. Illustrative cases of corporate startup collaborations are presented in support of the proposed conceptual framework. Findings – Actors share and acquire information through signaling and screening activities in a coordinative dialogue with other actors. These resource integration activities (for resource creation and matching) affect actors’ valuations and future actions. Originality/value – The one-sided explanations of coordination in the existing literature reflect the dominance of the institutional theory. By contrast, the proposed agency-oriented perspective based on the integration of signaling and screening functions offers a more granular conceptualization of the resource integration process. As well as capturing how actors use coordinating dialogue to match resources and institutions, this account also shows that matching is a core element of resource integration rather than an antecedent. The findings indicate paths for future research that focus on the actor.

• Toth, Zsofia; Sklyar, Alexey; Kowalkowski, Christian; Sörhammar, David; Tronvoll, Bård & Wirths, Oliver (2022). Tensions in digital servitization through paradox lens. Industrial Marketing Management. ISSN 0019-8501. 102, p. 438–450. doi: 10.1016/j.indmarman.2022.02.010. Full text in Research Archive Show summary

  Two of the most disruptive changes in today's business markets are servitization and digitalization. Their increasing convergence into digital servitization leads to tensions both within and between organizations. The authors investigate such intra- and interorganizational tensions by applying a paradox theory lens. The study draws on 56 depth interviews and multiple site visits from two cases in the aerospace and maritime industries. Linked to the paradoxes of organizing, learning, belonging, and performing, eight tensions emerge from the findings. The intra-organizational tensions include digitally enabled control, digital upkeep, professional identity, and performance priorities. In turn, the interorganizational tensions comprise platform-based coopetition, information superabundance, organizational identity, and data utilization. For practitioners working with digital services, this study suggests an audit of tensions to inform continued formulations of a mitigation strategy.

• Tronvoll, Bård (2022). Expanding the Scope of Service Recovery. In Edvardsson, Bo Åke & Tronvoll, Bård (Ed.), The Palgrave Handbook of Service Management. Palgrave Macmillan. ISSN 9783030918286. p. 849–868. Full text in Research Archive
• Kowalkowski, Christian; Tronvoll, Bård; Sörhammar, David & Sklyar, Alexey (2022). Digital servitization: How data-driven services drive transformation. In Bui, Tung (Eds.), The proceedings of the 55th Hawaii International Conference on System Sciences. University of Hawai'i at Manoa. ISSN 9780998133157. p. 1258–1267. Full text in Research Archive
• Edvardsson, Bo Åke; Tronvoll, Bård & Witell, Lars (2022). Understanding Key Market Challenges Through Service Innovation. In Edvardsson, Bo Åke & Tronvoll, Bård (Ed.), The Palgrave Handbook of Service Management. Palgrave Macmillan. ISSN 9783030918286. p. 613–627. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2022). Service Management: Evolution, Current Challenges, and Opportunities. In Edvardsson, Bo Åke & Tronvoll, Bård (Ed.), The Palgrave Handbook of Service Management. Palgrave Macmillan. ISSN 9783030918286. p. 35–51. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo Åke (2022). Defining and Framing Service Management. In Edvardsson, Bo Åke & Tronvoll, Bård (Ed.), The Palgrave Handbook of Service Management. Palgrave Macmillan. ISSN 9783030918286. p. 19–33. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2022). Overview of the Book. In Edvardsson, Bo Åke & Tronvoll, Bård (Ed.), The Palgrave Handbook of Service Management. Palgrave Macmillan. ISSN 9783030918286. p. 3–18. Full text in Research Archive
• Arsenovic, Jasenko; Edvardsson, Bo Åke; Otterbring, Anders Emil Tobias & Tronvoll, Bård (2022). Money for nothing: The impact of compensation on customers’ bad-mouthing in service recovery encounters. Marketing letters. ISSN 0923-0645. doi: 10.1007/s11002-021-09611-6. Full text in Research Archive Show summary

  As one of the retailer’s most potent recovery tactics to ofset disgruntled customers, frms invest heavily in compensation to increase customer satisfaction and improve loyalty. However, the efectiveness of this tactic remains unclear. This study examines whether frm-ofered compensation afects customers’ emotional responses and bad-mouthing behavior (i.e., telling others about a particular problem). Importantly, the study investigates whether the level of collaboration during the recovery encounter moderates the link between compensation and customers’ emotional responses, and whether collaborative eforts infuence the efectiveness of compensation. The fndings indicate that collaboration during the recovery encounter is necessary if compensation is to mitigate negative emotional responses, with downstream efects on bad-mouthing behavior. In confrming the importance of collaboration during recovery encounters, the fndings have critical managerial and fnancial implications.

• Sörhammar, David; Tronvoll, Bård & Kowalkowski, Christian (2021). Managing Digital Servitization: A Service Ecosystem Perspective. In Ekman, Peter; Dahlin, Peter & Keller, Christina (Ed.), Management and Information Technology after Digital Transformation. Routledge. ISSN 9780367612764. doi: 10.4324/9781003111245. Full text in Research Archive
• Arsenovic, Jasenko; Keyser, Arne; Edvardsson, Bo Åke; Tronvoll, Bård & Gruber, Thorsten (2021). Justice (is not the same) for all: The role of relationship activity for post-recovery outcomes. Journal of Business Research. ISSN 0148-2963. 134, p. 342–351. doi: 10.1016/j.jbusres.2021.05.031. Full text in Research Archive Show summary

  Despite the widespread adoption of the justice framework in service recovery literature, research findings vary as to what dimension - distributive, interactional, procedural - is most important. This paper contributes to this debate by considering how an easily accessible variable like relationship activity (i.e., the frequency of visiting and purchasing from a company) moderates the impact of the justice dimensions on post-recovery customer outcomes. Findings show that distributive justice is the only dimension impacting word-of-mouth (WOM) and repurchase behavior for low- and medium-relationship-activity customer segments. For a high-relationship-activity segment, all justice dimensions have a positive and balanced impact on WOM and/or repurchase behavior. This research demonstrates the potential of a segmented approach for recovery, while also providing managers with valuable insights into how they can use readily available information to adapt their service recovery efforts.

• Edvardsson, Bo Åke & Tronvoll, Bård (2021). Crisis behaviors as drivers of value co-creation transformation. International Journal of Quality and Service Sciences. ISSN 1756-669X. 14(5). doi: 10.1108/IJQSS-01-2021-0001. Full text in Research Archive Show summary

  Purpose–The paper aims to conceptualize how behavioral shifts in times of crisis drive the transformationof value co-creation.Design/methodology/approach–Referencing two empirical contexts, the paper explores how digitalservice platforms facilitate changes in actors’mental models and institutional arrangements (legal, social,technological) that drive transformation of value co-creation in service ecosystems.Findings–The proposed conceptual framework contributes to existing research by identifying micro-levelchanges in actors’mental models and macro-level changes in institutional arrangements enabled by digitalservice platforms in service ecosystems. In particular, the framework identifies motivation, agility andresistance as moderators of behavioral shifts in times of crisis. This account offers afiner-grained theorizationof the moderating factors and underlying mechanisms of service ecosystem transformation but does notextend to the ensuing“new normal.”Practical implications–The proposed framework indicates how digital platforms support shifts in actors’behavior and contribute to the transformation of value co-creation. While the enablers are situation-specificandmay therefore vary according to the prevailing conditions, the actor-related concepts advanced here seem likelyto remain relevant when analyzing the transformation of value co-creation in other crisis situations.Originality/value–The new conceptual framework advanced here clarifies how behavioral shifts duringa crisis drive the transformation of value co-creation and suggests directions for future research

• Tronvoll, Bård; Kowalkowski, Christian & Sörhammar, David (2021). Transforming small and medium-sized enterprises (SMEs) to digitally enabled landscapes. In Pedersen, Carsten Lund; Lindgreen, Adam; Ritter, Thomas & Ringberg, Torsten (Ed.), Big Data in Small Business : Data-Driven Growth in Small and Medium-Sized Enterprises. Edward Elgar Publishing. ISSN 9781839100154. p. 209-225–209-225. doi: 10.4337/9781839100161.00023. Full text in Research Archive
• Kowalkowski, Christian; Sörhammar, David & Tronvoll, Bård (2021). Digital Servitization: How Manufacturing Firms Can Enhance Resource Integration and Drive Ecosystem Transformation. In Kohtamaki, Marko; Baines, Tim; Rabetino, Rodrigo; Bigdeli, Ali; Kowalkowski, Christian; Oliva, Rogelio & Parida, Vinit (Ed.), The Palgrave Handbook of Servitization. Palgrave Macmillan. ISSN 9783030757700. p. 27–39. doi: 10.1007/978-3-030-75771-7. Full text in Research Archive
• Mysen, Tore & Tronvoll, Bård (2020). The influence on export performance of performance ambiguity among foreign sales agents. European Business Review. ISSN 0955-534X. 32(2), p. 277–296. doi: 10.1108/EBR-02-2018-0041. Full text in Research Archive Show summary

  This paper aims to examine the extent to which exporter difficulties in evaluating foreign sales agent performance affect export performance, either directly or as mediated by opportunism.

• Tronvoll, Bård; Sklyar, Alexey; Sorhammar, David & Kowalkowski, Christian (2020). Transformational shifts through digital servitization. Industrial Marketing Management. ISSN 0019-8501. 89, p. 293–305. doi: 10.1016/j.indmarman.2020.02.005. Full text in Research Archive Show summary

  Manufacturers increasingly look to digitalization to drive service growth. However, success is far from guaranteed, and many firms focus too much on technology. Adopting a discovery-oriented, theories-in-use approach, this study examines the strategic organizational shifts that underpin digital servitization. Notwithstanding strong managerial and academic interest, this link between digitalization and servitization is still under-investigated. Depth interviews with senior executives and managers from a global market leader revealed that to achieve digital service-led growth, a firm and its network need to make three interconnected shifts: (1) from planning to discovery, (2) from scarcity to abundance, and (3) from hierarchy to partnership. Organizational identity, dematerialization, and collaboration play a key role in this transformation. For managers, the study identifies a comprehensive set of strategic change initiatives needed to ensure successful digital servitization.

• Vink, Josina; Koskela-Huotari, Kaisa; Tronvoll, Bård; Edvardsson, Bo & Wetter-Edman, Katarina (2020). Service Ecosystem Design: Propositions, Process Model, and Future Research Agenda. Journal of Service Research. ISSN 1094-6705. p. 1–19. doi: 10.1177/1094670520952537. Full text in Research Archive Show summary

  While service design has been highlighted as a promising approach for driving innovation, there are often struggles in realizing lasting change in practice. The issues with long-term implementation reveal a reductionist view of service design that ignores the institutional arrangements and other interdependencies that influence design efforts within multi-actor service systems. The purpose of this article is to build a systemic understanding of service design to inform actors’ efforts aimed at intentional, long-term change in service systems. To achieve this aim, we inform the conceptual building blocks of service design by applying service-dominant logic’s service ecosystems perspective. Through this process, we develop four core propositions and a multilevel process model of <i>service ecosystem design</i>. The conceptualization of service ecosystem design advances service design theory by illuminating previously taken for granted aspects; explaining how intentional, long-term change emerges; and expanding the scope of service design beyond projects. Furthermore, this research offers a foundation for future research on service design that involves extending the systemic conceptualization of service design, conducting more holistic empirical investigations, and developing practical methods and approaches for the embedded, collective processes of designing.

• Tronvoll, Bård & Edvardsson, Bo Åke (2020). Explaining how Platforms Foster Innovation in Service Ecosystems. In Bui, Tung X. (Eds.), Proceeding of the 53rd Hawaii International Conference on System Sciences (HICSS 2020). AIS Electronic Library University of Hawai'i at Manoa Hamilton Library 2550 McCarthy Mall Honolulu, HI 96822. ISSN 9780998133133. p. 1608–1617. doi: 10.24251/HICSS.2020.198. Full text in Research Archive Show summary

  Service innovation research has extended the study of service ecosystems to embrace the role of platforms, thus creating a sustainable advantage in competitive markets. Making creative and effective use of innovation platforms requires a better understanding of how key actors foster service innovation by engaging with multiple actors, understanding dynamic structures and managing the innovation process. This article explains how firms configure and use innovation platforms to foster service innovations. Drawing on agency-driven and structure-driven concepts, the framework developed in this paper, links the innovation platform to renew ongoing business. Constituted by shared structures, including norms, standards, and rules together with value co-creation logics, the innovation platform functions as the institutionalized site focused on innovative resource integration and value co-creation processes. The usefulness of the framework is shown by describing how six firms use three categories of a platform to pursue innovation.

• Tronvoll, Bård; Edvardsson, Bo Åke & Möllerskov-Jonzon, Maria (2019). From customer feedback to innovation: - The IKEA case. In Kristensson, Per & Magnusson, Peter (Ed.), Service Innovation for Sustainable Business: Stimulating, Realizing and Capturing the Value from Service Innovation. World Scientific. ISSN 9789813273375. p. 75–93. doi: 10.1142/9789813273382_0005. Full text in Research Archive
• Vink, Josina; Joly, Maira Prestes; Wetter-Edman, Katarina; Tronvoll, Bård & Edvardsson, Bo Åke (2019). Changing the Rules of the Game in Healthcare through Service Design. In Pfannstiel, Mario A & Rasche, Christoph (Ed.), Service Design and Service Thinking in Healthcare and Hospital Management. Springer Nature. ISSN 9783030007485. p. 19–38. doi: 10.1007/978-3-030-00749-2_2. Full text in Research Archive
• Sklyar, Alexey; Kowalkowski, Christian; Sörhammar, David & Tronvoll, Bård (2019). Resource integration through digitalisation: a service ecosystem perspective. Journal of Marketing Management. ISSN 0267-257X. p. 1–18. doi: 10.1080/0267257X.2019.1600572. Full text in Research Archive Show summary

  As digitalisation increasingly encompasses entire service ecosystems, it modifies resource integration patterns that connect ecosystem actors through strong and weak ties. To clarify how technological development contributes to this change, and how resource integration transforms the service ecosystem, this qualitative case study explores the digitalisation strategy of a marketleading systems integrator in the maritime industry. Based on 40 depth interviews with managers, the findings show how technology increasingly serves as a key operant resource in the transformation of resource integration patterns. The study contributes to ecosystem dynamics research by identifying major differences between the pre-digitalised and digitalised states of a service ecosystem, and demonstrates the dual role of technology in both increasing pattern complexity and facilitating coordination of that complexity.

• Tronvoll, Bård & Edvardsson, Bo Åke (2019). Exploring customers' experiences of service co-recovery. Service Science. ISSN 2164-3962. 11(3), p. 189–200. doi: 10.1287/serv.2019.0246. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2019). How platforms foster service innovations. Organizational Dynamics. ISSN 0090-2616. 49(3). doi: 10.1016/j.orgdyn.2019.04.007. Full text in Research Archive
• Arsenovic, Jasenko; Edvardsson, Bo Åke & Tronvoll, Bård (2019). Moving toward collaborative service recovery: A multiactor orientation. Service Science. ISSN 2164-3962. 11(3), p. 201–212. doi: 10.1287/SERV.2019.0241. Full text in Research Archive Show summary

  Service recovery research has traditionally been firm-centric, focusing primarily on the time and effort expended by firms in addressing service failures. The subsequent shift to a customer-centric orientation addressed the customer’s role in recovery situations, and the recent dyadic orientation has explored the effectiveness of their joint efforts. However, earlier conceptualizations failed to take adequate account of the complexity of service recovery encounters in which multiple actors collaborate and integrate resources. This study explores how multiactor collaborations influence the customer’s experience of service recovery by adopting a multiactor orientation and by applying service-dominant logic. After reviewing the customer experience literature, a collaborative recovery experience framework is developed that emphasizes the joint efforts of multiple actors and customers to achieve a favorable recovery experience. In a contextualization, the usefulness of the new framework to explain customer experiences in collaborative service processes is shown. Finally, further research avenues are proposed.

• Sklyar, Alexey; Kowalkowski, Christian; Tronvoll, Bård & Sörhammar, David (2019). Organizing for digital servitization: A service ecosystem perspective. Journal of Business Research. ISSN 0148-2963. doi: 10.1016/j.jbusres.2019.02.012. Full text in Research Archive Show summary

  Harnessing digital technology is of increasing concern as product firms organize for service-led growth. Adopting a service ecosystem perspective, we analyze interfirm and intrafirm change processes taking place as firms pursue digital servitization. The study draws on in-depth interviews with 44 managers involved in organizing activities in two multinational industry leaders. Our findings identify major differences between the two focal firms in terms of digital service-led growth and associated ecosystem-related activities. The study disentangles underlying processes of organizational change in the ecosystem and suggests that within-firm centralization and integration play a key role in the capacity to organize for digital servitization. For managers, the findings highlight the need to foster service-centricity in order to take full advantage of digitalization beyond purely technological benefits.

• Tronvoll, Bård (2019). Digital enabled experience – the listening experience in music streaming. International Journal of Music Business Research. 8(1), p. 6–38. Full text in Research Archive Show summary

  This article investigates what constitutes a music listening experience in digitaldriven markets and identifies the drivers, as well as outcomes of the experience. The article uses data collected from 1,794 respondents to a face-to-face survey to perform a structural equation modelling. The article reveals that the listening experience is an important mediator that enables artists to strengthen their relationships with fans, through playlists. The experience consists of cognitive, emotional, and sensory values; it is influenced by social factors such as recommendations and social fellowship with musical peers; and it strongly drives loyalty toward playlists. These results suggest that the key concept for understanding digital streaming services is the music listening co-experience, reflecting a social imperative.

• Koskela-Huotari, Kaisa; Edvardsson, Bo Åke & Tronvoll, Bård (2018). Emergence of novel resources in service ecosystems. In Vargo, Stephen L. & Lusch, Robert (Ed.), The SAGE Handbook of Service-Dominant Logic. Sage Publications. ISSN 9781526402837. p. 372–387. doi: 10.4135/9781526470355.n22. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2018). Motivation: The missing driver for theorizing about resource integration. Marketing Theory. ISSN 1470-5931. 18(4), p. 493–519. doi: 10.1177/1470593118764590. Full text in Research Archive Show summary

  Resource integration is vital to value co-creation. However, most research focuses on competencies as enablers of resource integration and the social aspects that guide them. Based on a literature review of resource integration and motivation theories, this article proposes including motivation as a driver of resource integration and integrating concepts from motivation theories into the resource integration process. This approach extends the understanding and conceptualization of actors’ resource integration processes, such that motivation determines the direction, intensity, and persistence of effort. When they engage in behavioral and cognitive activities, actors interact with resources, which informs the actors and influences their competencies and motivation. Accordingly, motivation is central for a clear understanding of the psychological mechanisms of resource integration processes, as motivation expands the explanatory power of sociological factors by including intensity and persistence.

• Vink, Josina; Edvardsson, Bo Åke; Wetter-Edman, Katarina & Tronvoll, Bård (2018). Reshaping Mental Models – Enabling Innovation through Service Design. Journal of Service Management (JOSM). ISSN 1757-5818. doi: 10.1108/JOSM-08-2017-0186. Full text in Research Archive
• Helkkula, Anu; Kowalkowski, Christian & Tronvoll, Bård (2018). Archetypes of Service Innovation: Implications for Value Cocreation. Journal of Service Research. ISSN 1094-6705. 21(3), p. 284–301. doi: 10.1177/1094670517746776. Full text in Research Archive
• Edvardsson, Bo Åke; Tronvoll, Bård & Witell, Lars (2018). An ecosystem perspective on service innovation. In Gallouj, Faïz & Djellal, Faridah (Ed.), A Research Agenda for Service Innovation. Edward Elgar Publishing. ISSN 9781786433442. p. 85–102. doi: 10.4337/9781786433459.00009. Full text in Research Archive
• Polese, Francesco; Pels, Jaqueline; Tronvoll, Bård; Bruni, Roberto & Carrubbo, Luca (2017). A4A relationships. Journal of service theory and practice. ISSN 2055-6225. 27(5), p. 1040–1056. doi: 10.1108/JSTP-05-2017-0085. Full text in Research Archive Show summary

  Purpose The purpose of this paper is to investigate the characteristics of actors that allow them to relate to others actors in the system through shared intentionality (orientation) and the nature of the A4A relationship and the results that such interactions bring to the emergent system based on this shared purpose (finality). Design/methodology/approach The topic is approached by theoretical analysis and conceptual development of three integrative frameworks: the sociological perspective, service-dominant logic and a particular perspective of system thinking: the viable system approach (vSa). Findings The A4A relationships involve value co-creation based on actors integrating their resources and acting with intentionality to obtain value by providing benefits to other parties and by belonging to the emergent viable system; actor acts for other actors directly involved in the relationship generating positive effects for the whole system in which it is contextualized. Research limitations/implications Future empirical research might better support findings. Social implications Many social implications deriving from an augmented role of actors engaged within social relationships in co-creation exchanges. From the title of the paper A4A over on the manuscript describes numerous social inferences of actors in co-creation. Originality/value A4A is a relationship formed by actors that interact for the benefit of the whole system in which are involved. They find own benefit from the benefit created for the system in which they live and act. In A4A relationships the value of the single actor comes from the participation to the viability of the whole system.

• Davoudi, Sara; Högström, Sven Erik Claes & Tronvoll, Bård (2017). The Central Role of Identity in the Arctic Periphery. In Lee, Young-Sook; Prebensen, Nina Katrine & Weaver, David (Ed.), Arctic Tourism Experiences. Production, Comsumption and Sustainability. CABI Publishing. ISSN 9781780648620. p. 28–36. doi: 10.1079/9781780648620.0028. Full text in Research Archive
• Tronvoll, Bård (2017). Elastisitet: En forutsetning for virksomheter i kristiske situasjoner. In Hafting, Tore (Eds.), Krisehåndtering, planlegging og handling. Fagbokforlaget. ISSN 9788245021110. p. 439–456. Full text in Research Archive
• Tronvoll, Bård (2017). En situasjonsbasert tilnærming - fra hendelser til akutte situasjoner. In Hafting, Tore (Eds.), Krisehåndtering, planlegging og handling. Fagbokforlaget. ISSN 9788245021110. p. 413–438. Full text in Research Archive
• Tronvoll, Bård & Mysen, Tore (2017). Emosjoner i kundedrevet samskaping av tjenester. Magma forskning og viten. ISSN 1500-0788. 20(4), p. 50–58. Full text in Research Archive Show summary

  Digitalisering av markedsføringskanaler sammen med ny teknologi gjør kunder i stadig større grad i stand til selv å velge ulike leverandører av tjenester og skape en opplevelse som er tilpasset egne ønsker. Kunden blir den aktive part i en interaksjonsprosess med både forskjellige leverandører og andre brukere av samme type tjenester (Vargo & Lusch, 2004; Boysen mfl., 2015). Med utgangspunkt i en undersøkelse gjennomført i forbindelse med musikklytting, hvor ny teknologi og digitalisering preger tilbud av tjenester og kundeatferd, viser resultatene en signifikant sammenheng mellom kundens emosjoner i bruk av strømmetjenester og intensjon om å dele både tjenester og erfaringer med andre kunder. Med andre ord hvordan emosjoner i opplevelsen av musikk påvirker brukerens intensjoner om aktiv kontakt med andre kunder når det gjelder både deling av innhold og vareprat. Resultatene har betydning utover musikkbransjen, både med henblikk på prioriteringer av ressurser i markedsføring, for segmentering, tjenesteutforming og kommunikasjon. Praktiske og teoretiske implikasjoner blir utdypet mot slutten av artikkelen.

• Tronvoll, Bård (2017). The Actor: The Key Determinator in Service Ecosystems. Systems. 5(2). doi: 10.3390/systems5020038. Full text in Research Archive Show summary

  Most descriptions of service ecosystems, which provide the foundations for value co-creation, focus on resource integration. In contrast, this article emphasizes the actor’s key role as the foundation resource for value co-creation by looking at both societal- and individual-focused realms, which include the different social aspects of service ecosystems. Institutional arrangements, positions, schemas as mental models, and practices constitute the basis realms influencing the actor in his or her value creation. Societal- and individual-focused realms are dual structures that are in constant interaction. The interdependency of the realms is made apparent through the service ecosystem’s ability to define how resources are understood, assessed, and applied. A thorough examination of the realms that influence the actors embedded in service ecosystems suggests that social forces guide and are guided by actors. This article offers six guidelines for understanding the vital role of actors in service ecosystems.

• Vink, Josina; Tronvoll, Bård; Edvardsson, Bo Åke; Wetter-Edman, Katarina & Aguirre, Manuela (2017). Service Ecosystem Design: Doing Institutional Work Through Design. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Tronvoll, Bård; Barile, Sergio & Caputo, Francesco (2017). A Systems Approach to Understanding the Philosophical Foundation of Marketing Studies. In Barile, Sergio; Pellicano, Marco & Polese, Francesco (Ed.), Social Dynamics in a Systems Perspective. Springer. ISSN 9783319619668. p. 1–18. doi: 10.1007/978-3-319-61967-5_1. Full text in Research Archive
• Vink, Josina; Tronvoll, Bård; Edvardsson, Bo Åke; Wetter-Edman, Katarina & Aguirre, X (2017). Service ecosystem design: doing institutional work through design. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Gidhagen, Michael; Helkkula, Anu; Loebler, Helge; Jonas, Julia; Sörhammar, David & Tronvoll, Bård (2017). Human-to-nonhuman value co-creation and resource integration: parasocial actors in a service ecosystem. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Findsrud, Rolf & Tronvoll, Bård (2017). Resource integration in value co-creation: Integrative framework from S-D logic and Motivation Theory. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Sörhammar, David; Kowalkowski, Christian; Tronvoll, Bård & Skylar, A (2017). Service ecosystem perspective on the digital service journey. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Dehling, Sebastian; Edvardsson, Bo Åke & Tronvoll, Bård (2017). Expanding understanding of resource integration in service ecosystems: A signaling approach. In Gummeson, Evert; Mele, Cristina & Polese, Francesco (Ed.), The 5th Naples forum on service. University of Naples, Federico II. ISSN 9788892667570. Full text in Research Archive
• Letaifa, Soumaya Ben; Edvardsson, Bo Åke & Tronvoll, Bård (2016). The role of social platforms in transforming service ecosystems. Journal of Business Research. ISSN 0148-2963. 69(5), p. 1933–1938. doi: 10.1016/j.jbusres.2015.10.083. Full text in Research Archive Show summary

  This study seeks to define and conceptualize the role of social platforms in transforming service ecosystems. The study explores how prime social movers use social platforms to enable transformation. The empirical context is Tunisia, a service ecosystem in transformation from repression to democracy. The study builds on ecosystems within management research and service ecosystem frameworks in service-dominant logic (SDL) and describe and analyze the process of institutionalization of social change. Using narratives from interviews, the research focuses on howpeople, especially socialmovers during the Arab Spring in Tunisia come together and integrate disruptive social resources to make a social revolution a reality. This study contributes with: (1) a comprehensive conceptualization of the role of social platforms in the institutionalization of a social change, (2) clarifying the change of social transformation that startswith people, evolves tomeso andmacro levels, and transforms society, and (3) identifying a new service transformation framework for service ecosystems.

• Koskull, Catharina von; Strandvik, Tore & Tronvoll, Bård (2016). Emotional strategizing in service innovation. Management Decision. ISSN 0025-1747. 54(2), p. 270–287. doi: 10.1108/MD-06-2014-0339. Full text in Research Archive Show summary

  Purpose: In this paper, we shed light on an aspect of service innovation processes that has remained fairly hidden so far, namely, the role of emotions. Design/methodology/approach: We use the strategizing approach from strategy research, which focuses on detailed processes, practices, and discourse, to understand the influence of emotions on service innovation processes. The empirical data stem from a longitudinal ethnographic study of a service innovation process. Empirical data stems from a longitudinal ethnographic study of a service innovation process. Findings: In the investigated case, the dominant emotion of anxiety is revealed. We focus on this emotion in order to explore how it affects the innovation process itself and the outcome. We identify five emotion-driven practices that form elements of what we label emotional strategizing. Practical implications: Emotion seems to give energy and direction to the service innovation process. This is both positive and challenging for top-level managers. Originality/value: We reveal a hidden aspect of service innovation processes—the effect of emotions. Furthermore, we show that emotions are important because they give energy and direction to the innovation work, and emerge in practices. Emotional strategizing, as a new term, gives visibility to this important issue.

• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2016). Conceptualizing Resource Integration in Value Co-Creation Using Theories of Motivation. In Russo-Spena, Tiziana & Mele, Cristina (Ed.), What's ahead in service research: new perspectives for business and society: proceedings: 26th Annual RESER Conference 2016. University of Naples "Federico II". ISSN 9791220013840. Full text in Research Archive
• Tronvoll, Bård (2015). Opplevelsen - grunnlaget for et godt omdømme. In Ellingsen, Kristen Albert & Blindheim, Trond (Ed.), Regional merkevarebygging. Fagbokforlaget. ISSN 9788245016543. p. 95–118. Full text in Research Archive
• Högström, Claes; Gustafsson, Anders & Tronvoll, Bård (2015). Strategic brand management: Archetypes for managing brands through paradoxes. Journal of Business Research. ISSN 0148-2963. 68(2), p. 391–404. doi: 10.1016/j.jbusres.2014.06.009. Full text in Research Archive Show summary

  Although brands are acknowledged as significant assets in a firm‟s value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new insights into the complexity and often paradoxical ambiguity of branding. By combining an empirical qualitative study with extant brand management and relational exchange theory, the authors suggests that firms create, reinforce, switch, or allow certain brand management archetypes to coexist to optimize specific effects and manage paradoxes. From a managerial perspective, the article suggests that understanding strategic brand management and related paradoxes is fundamental for organizations to achieve desired effects with their value creation.

• Edvardsson, Bo; Kleinaltenkamp, Michael; Tronvoll, Bård; McHugh, Patricia & Windahl, Charlotta (2014). Institutional logics matter when coordinating resource integration. Marketing Theory. ISSN 1470-5931. 14(3), p. 291–309. doi: 10.1177/1470593114534343. Full text in Research Archive
• Åkesson, Maria; Edvardsson, Bo Åke & Tronvoll, Bård (2014). Customer experience from a self-service system perspective. Journal of Service Management (JOSM). ISSN 1757-5818. 25(5), p. 677–698. doi: 10.1108/JOSM-01-2013-0016. Full text in Research Archive
• Åkesson, Maria; Edvardsson, Bo Åke & Tronvoll, Bård (2014). Regular issue paper: Customer experience from a self-service system perspective. Journal of Service Management (JOSM). ISSN 1757-5818. 25(5), p. 677–698. doi: 10.1108/JOSM-01-2013-0016. Full text in Research Archive
• Xu, Yingzi; Marshall, roger; Edvardsson, Bo & Tronvoll, Bård (2014). Show you care: initiating co-creation in service recovery. Journal of Service Management (JOSM). ISSN 1757-5818. 25(3), p. 369–387. doi: 10.1108/JOSM-11-2012-0253. Full text in Research Archive
• Edvardsson, Bo; Gustafsson, Anders; Tronvoll, Bård; Kristensson, Per & Witell, Lars (2014). New service development from the perspective of value co-creation in a service system. In Rust, Roland T. & Huang, Ming-Hui (Ed.), Handbook of Service Marketing Research. Edward Elgar Publishing. ISSN 9780857938848. p. 346–369. doi: 10.4337/9780857938855.00025. Full text in Research Archive
• Xu, Yingzi; Tronvoll, Bård & Edvardsson, Bo Åke (2014). Recovering service failure through resource integration. Service Industries Journal. ISSN 0264-2069. 34(16), p. 1253–1271. doi: 10.1080/02642069.2014.942652. Full text in Research Archive
• Tronvoll, Bård; Edvardsson, Bo & Witell, Lars (2013). A conceptualization of service innovation as reconfiguration of actors, resources and institutions. In Edvardsson, Bo; Witell, Lars & Colurcio, Maria (Ed.), Ist Workshop on Service Innovation Research. conference papers. Aracne editrice. ISSN 9788854863019. p. 37–42. Full text in Research Archive
• Edvardsson, Bo & Tronvoll, Bård (2013). A new conceptualization of service innovation grounded in S-D logic and service systems. International Journal of Quality and Service Sciences. ISSN 1756-669X. 5(1), p. 19–31. doi: 10.1108/17566691311316220. Full text in Research Archive Show summary

  Purpose – The aim of this paper is to conceptualize service innovation through a service-dominant logic (S-D logic) lens and a service system foundation. Design/methodology/approach – This conceptual paper offers a service-dominant logic lens and a structuration theory approach emphasizing an actor perspective on service innovation. Since the value of innovation unfolds in practice, this paper will use customer to denote the key actor in co-creating value in context. Findings – The paper shows how a resource constellation in a service system is reconfigured and thus explains service innovation from the lens of S-D logic, emphasizing customers’ value co-creation of value in practices. The focus is on the interdependencies between the configuration of resources in a service system and schemas that shape customers and other actors when integrating resources and co-creating value. Research limitations/implications – There is a need to discuss service innovation in a social constructivist view to better understand the guiding principles or schemas that enable actors to co-create value. Originality/value – Service innovation is understood as sourced by changes in either resources or schemas (norms and rules) or a combination, resulting in structural changes in a service system. The conceptualization provides: a new definition of service innovation; a new framework describing the interdependency between changes in resources and schemas as a basis for an innovative configuration or reconfiguration of a service system; and three propositions illustrating the relevance of this newframework.

• Edvardsson, Bo; Skålen, Per & Tronvoll, Bård (2012). Service Systems as a Foundation for Resource Integration and Value Co-Creation. Review of Marketing Research. ISSN 1548-6435. 9, p. 79–126. doi: 10.1108/S1548-6435(2012)0000009008. Full text in Research Archive Show summary

  Purpose – The aim is to introduce a sociological perspective on resource integration and value co-creation into service research using a service systems approach. Methodology/approach – Conceptual and a case study of the service system a Telecom Equipment and Service Provider is embedded in is reported. Findings – The service practice of the service system is framed by social structures of signification, legitimation, and domination. However, the practice is also independent of the structures since it is embedded in and shapes the structural realm. Research implications and limitations – Drawing on structuration and practice theory, the chapter offers a new framework describing how social and service structures and practices can inform and reveal mechanisms of service system dynamics. Based on the framework, three propositions are developed focusing on the mechanisms of resource integration and value co-creation. The implications need to be generalized in future research by studying other empirical contexts. Practical implications – The chapter provides some tentative guidelines on how organizations can design service systems that enable and support customers and other actors in their resource integration and value co-creation processes by paying attention to social structures and forces and not only resources as such. Originality – The chapter explicates how social structures have implications for value co-creation and resource integration in service system. It makes systematic use of structuration and practice theory to understand the social dimensions of service systems. A distinction between intended and realized resource integration is made. Bo Edvardsson, Per Skålén, Bård Tronvoll (2012), Service Systems as a Foundation for Resource Integration and Value Co-Creation, in Stephen L. Vargo, Robert F. Lusch (ed.) Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing (Review of Marketing Research, Volume 9), Emerald Group Publishing Limited, pp.79-126

• Högström, Claes & Tronvoll, Bård (2012). The enactment of socially embedded service systems: Fear and resourcing in the London Borough of Sutton. European Management Journal. ISSN 0263-2373. 30(5), p. 427–437. doi: 10.1016/j.emj.2012.06.002. Full text in Research Archive
• Tronvoll, Bård (2012). A dynamic model of customer complaining behaviour from the perspective of service-dominant logic. European Journal of Marketing. ISSN 0309-0566. 46(1-2), p. 284–305. doi: 10.1108/03090561211189338. Full text in Research Archive Show summary

  Purpose – The purpose of this paper is to propose a conceptual model of customer complaining behaviour as a dynamic process in accordance with the service-dominant logic perspective of marketing. Design/methodology/approach – The study reviews the common behaviour models of customer complaints and relates this to the service-dominant logic perspective in order to develop and describe a dynamic conceptual model of customer complaining behaviour. Findings – The proposed model posits three categories of complaining behaviour due to a customer’s unfavourable service experience: no complaining response, communication complaining responses, and action complaining responses. Research limitations/implications – Empirical validation of the proposed conceptual model is needed. Practical implications – The proposed model can be used by managers to understand the various behaviour responses of customer complaints that the company experiences. In addition, the model assists in framing appropriate managerial responses, including service recovery and improved service design. Originality/value – The study represents a thorough conceptual examination of the complaint process and proposes a dynamic model of customer complaining behaviour based on the service-dominant logic perspective.

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• Edvardsson, Bo Åke & Tronvoll, Bård (2022). The Palgrave Handbook of Service Management. Palgrave Macmillan. ISBN 9783030918286. 1031 p. Full text in Research Archive

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• Hanssen, Martin; Sörhammar, David & Tronvoll, Bård (2026). Increasing the leverage of institutional work toward circularity in service ecosystems. Full text in Research Archive Show summary

  Mange tiltak for sirkulær økonomi fører til små forbedringer, mens større endringer i systemet er vanskeligere å få til. Dette arbeidet undersøker hvorfor noen aktører har bedre muligheter enn andre til å påvirke slike endringer.

• Quynh, Le Phuong Thao; Scaringella, Laurant & Tronvoll, Bård (2025). The Impacts of The Firm’s Net Zero Commitment on Stock Prices: An Event Study. doi: https:/conferences.euram.academy/2025conference/. Full text in Research Archive
• Quynh, Le Phuong Thao; Scaringella, Laurence & Tronvoll, Bård (2025). Multi-Level Ambidexterity and Green Innovation: The Role of Digital Capabilities and Green Behavior. doi: https:/www.aom.org/events/annual-meeting/. Full text in Research Archive
• Gidhagen, Michael; Helkkula, Anu; Sörhammar, David & Tronvoll, Bård (2025). Revisiting Parasocial Interaction in the Age of Generative AI: Characterizing Digital Experiences and Value Creation in Service Ecosystems. doi: https:/naplesforumonservice.com/the-9th-naples-forum-on-service/. Full text in Research Archive
• Tronvoll, Bård & Braathen, Petter (2025). Future Agenda for Service Ecosystems Research. doi: https:/naplesforumonservice.com/the-9th-naples-forum-on-service/. Full text in Research Archive
• Löfberg, Nina; Tronvoll, Bård & Åkesson, Maria (2025). Conceptualizing collaboration: value co-creation in service ecosystems. doi: https:/www.quis19.eu/. Full text in Research Archive
• Aleksey, Sklyar,; Kowalkowski, Christian; Sörhammar, David & Tronvoll, Bård (2025). Embracing Rule-Bending: A Key to Transitioning from Product to Service Orientation. doi: https:/www.quis19.eu/. Full text in Research Archive
• Tronvoll, Bård (2025). CREDS – et forskningssenter for fremtiden! Full text in Research Archive
• Tronvoll, Bård (2025). Muligheter for det sirkulære arbeidet. Full text in Research Archive
• Tronvoll, Bård (2025). Nett, kraft og energi i Innlandet. Full text in Research Archive
• Peterson, Mark; Tronvoll, Bård & Fehrer, Julia (2025). Welcome to the AMS Review’s Theories of Sustainability special issue. AMS Review. ISSN 1869-814X. 15, p. 1–2. Full text in Research Archive Show summary

  We are pleased to present the AMS Review’s Theories of Sustainability special issue. Fourteen articles comprise the issue. Given the widely used three-part framework for sustainability derived from the 1987 Brundtland Commission’s pioneering proposal for sustainable development (people, planet, and profit), it is not surprising that the articles for this issue generally fall into three groups corresponding to people, planet, and profit. The corresponding groups of articles could be categorized as (1) consumers, (2) sustainability systems, and (3) firms.

• Quynh, Le Phuong Thao; Scaringella, L. & Tronvoll, Bård (2024). Environmental Outcomes of Ambidexterity: A Systematic Literature Review. Full text in Research Archive
• Tronvoll, Bård & Plangger, Kirk (2024). Beacons to conceptual impact. AMS Review. ISSN 1869-814X. 14(1-2), p. 7–11. doi: 10.1007/s13162-024-00282-w. Full text in Research Archive
• Sörhammar, David & Tronvoll, Bård (2024). Towards circular service ecosystems: Institutional challenges and drivers of innovation. Full text in Research Archive
• Tronvoll, Bård (2024). Status CREDS og veien videre! Full text in Research Archive
• Tronvoll, Bård (2024). Circular Transitions. Full text in Research Archive
• Hanssen, Martin; Sörhammar, David & Tronvoll, Bård (2024). Towards Circular Service Ecosystems: Institutional Challenges and Drivers of Innovation. Full text in Research Archive
• Tronvoll, Bård (2024). Digitalisering i helesesektoren. Full text in Research Archive
• Tronvoll, Bård (2024). Universitet uten vegger - magi i Kongsvingerregionen. Full text in Research Archive
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital Servitization for a Circular Manufacturing Industry. In Vendrell-Herrero, Ferran & Vaillant, Yancy (Ed.), 10th International Conference on Business Servitization (ICBS 2023 - Barcelona). OmniaScience. ISSN 9788412647556. p. 254–258. doi: 10.3926/serv2023. Full text in Research Archive
• Tronvoll, Bård (2023). Med over 100 millioner til satsing på samfunnsutvikling – eksempelet Kongsvinger. Full text in Research Archive
• Tronvoll, Bård (2023). Forskningsutfordringer, grønt skifte og sirkulærøkonomi. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2023). New service development: key concepts and performance drivers. In Gallouj, Faïz; Gallouj, Camal; Monnoyer, Marie-Christine & Rubalcaba, Luis (Ed.), Elgar Encyclopedia of Services. Edward Elgar Publishing. ISSN 9781802202588. p. 375–379. Full text in Research Archive
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital servitization: decreasing usage of natural resources in service ecosystems. Full text in Research Archive
• Hanssen, Martin; Sörhammar, David & Tronvoll, Bård (2023). Value in recycling: a service ecosystems perspective. Full text in Research Archive
• Vien, Bjørn Ronny; Tronvoll, Bård & Findsrud, Rolf (2023). Digital Servitization for a Circular Manufacturing Industry. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Vien, Bjørn Ronny (2023). Tjenesteinnovasjon og tjenestedominant logikk. In Hauge, Atle Jensen; Røhnebæk, Maria & Myklebø, Sigrid (Ed.), Innovasjon: En innføring. Cappelen Damm Akademisk. ISSN 9788202733599. p. 169–180. Full text in Research Archive Show summary

  Hva er innovasjon? Hvordan kan vi forstå og studere dette fenomenet? Boka viser hvordan innovasjon kan beskrives og forstås fra ulike perspektiver. Boka har tre deler som tar for seg hvordan innovasjon kan forstås på systemnivå organisasjonsnivå praktisk nivå Kapitlene formidler kunnskap om innovasjon på en lettfattelig måte og bruker rikelig med eksempler fra ulike bransjer og sektorer. Forfatterne viser at innovasjon kan studeres i ulike settinger, i ulike faser og på ulike nivåer, og leseren får innblikk i innovasjon som et stort og sammensatt fagområde. Mens innovasjon gjerne forbindes med verdiskaping og fremskritt, er det i dag økende oppmerksomhet om problematiske aspekter, særlig i forbindelse med bærekraft. Dette tematiseres i mange av bokas kapitler, og gir et mer nyansert bilde enn det som har dominert litteraturen hittil. Boka er ment som en innføring i innovasjon til bruk på bachelor- og masterkurs. Målgruppen for boka er studenter innen økonomi-, organisasjon- og ledelsesfag, aktører innen nærings- og samfunnsliv, og andre lesere med interesse for innovasjon.

• Edvardsson, Bo Åke; Jakkula, Elina; Witell, Lars; Baker, Jonathan; Fehrer, Julia & Mugion, J Guglielmetti [Show all 10 contributors for this article] (2023). Understanding transition towards a Sustainable Circular Economy through a service ecosystem lens. Full text in Research Archive
• Siltaloppi, Jakko; Vargo, Stephen L.; Chandler, Jennifer; Sörhammar, David & Tronvoll, Bård (2023). Beyond the dyad: a generalized triadic model for service research. Full text in Research Archive
• Carrubbo, Luca; Polese, Francesco & Tronvoll, Bård (2023). Discovering dynamic resiliency in organizations, Smart Service Summit: building resilience in a changing world. Full text in Research Archive
• Dehling, Sebastian & Tronvoll, Bård (2023). The role of resource asymmetry for value co-creation. Full text in Research Archive
• Braathen, Petter & Tronvoll, Bård (2023). Emerging and self-organizing service ecosystems. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2022). A service ecosystem perspective on value-creating solutions. Full text in Research Archive
• Sörhammar, David; Kowalkowski, Christian; Tronvoll, Bård & Sklyar, Alexey (2022). Digital servitization: How data-driven services drive transformation. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2022). Service ecosystem solutions - A service ecosystem perspective on solutions for collaborating actors. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2022). A service ecosystem perspective on value-creating solutions for collaborating actors. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2022). Service Management. Full text in Research Archive
• Vien, Bjørn-Ronny; Tronvoll, Bård & Findsrud, Rolf (2022). Service ecosystem drivers impact on firms' decisions to pursue digital servitization. Full text in Research Archive
• Tronvoll, Bård & Sörhammar, David (2022). A research agenda for a circular economy: A service ecosystems perspective. Full text in Research Archive
• Sklyar, Alexey; Sörhammar, David; Kowalkowski, Christian & Tronvoll, Bård (2022). Digital Servitization: A Customer-Facing Perspective. Full text in Research Archive
• Åkesson, Maria; Löfberg, Nia & Tronvoll, Bård (2022). Value creation in a digital service ecosystem. Full text in Research Archive
• Tronvoll, Bård; Elle, Ingrid & Elle, Ingrid (2021). Bærekraft må flyttes fra PowerPoint til Excel. [Journal]. Kapital. Full text in Research Archive
• Tronvoll, Bård (2020). The importance of bringing the service ecosystem into digital transformation. Full text in Research Archive
• Tronvoll, Bård (2020). Tensions and Paradoxes in Digital Transformation. Full text in Research Archive
• Sörhammar, David; Kowalkowski, Christian & Tronvoll, Bård (2019). Digital tjänstefiering: ny affärsmodell för tillväxt och stärkt konkurrenskraft — Digitalisering och tjänstefiering två sidor av samma mynt. Management of Innovation & Technology: MGMT. Full text in Research Archive
• Tronvoll, Bård (2019). The Logic of Service. Full text in Research Archive
• Helkkula, Anu; Kowalkowski, Christian & Tronvoll, Bård (2019). Archetypes of service innovation: implications for sustainable development goals. Full text in Research Archive
• Mysen, Tore & Tronvoll, Bård (2019). Customer experience and engagement in (digitalized) music channels: An exploratory examination. Full text in Research Archive
• Tronvoll, Bård; Kowalkowski, Christian; Skylar, A & Sörhammar, David (2019). Digital servitization among service ecosystem actors. Full text in Research Archive
• Findsrud, Rolf & Tronvoll, Bård (2019). Measuring Resource integration and its impact on resource integration Performance. Full text in Research Archive
• Arsenovic, Jasenko; Edvardsson, Bo Åke; Gruber, Thorsten & Tronvoll, Bård (2019). Customer voicing behavior and justice evaluation in co-recovery Encounters. Full text in Research Archive
• Vink, Josina; Koskela-Huotari, Kaisa; Tronvoll, Bård; Edvardsson, Bo Åke & Wetter-Edman, Katarina (2019). Extending the understanding of service design – From co-design to collective designing. Full text in Research Archive
• Toth, Zsofia; Kowalkowski, Christian; Skylar, A; Sörhammar, David; Tronvoll, Bård & Wirths, Oliver (2019). Digital servitization through the lenses of Paradox Theory – A case study of tensions in the aerospace and maritime industries. Full text in Research Archive
• Tronvoll, Bård (2019). Pandeldebatt - bærekraft og digitalisering. Full text in Research Archive
• Toth, Zsofia; Kowalkowski, Christian; Skylar, A; Sörhammar, David; Tronvoll, Bård & Wirths, Oliver (2019). Digital Servitization Through the Lenses of Paradox Theory – The Evidence of Tensions From the Aerospace and Maritime Industries. Full text in Research Archive
• Tronvoll, Bård (2019). Digitalisering: En utfordring for virksomheten. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2018). Dynamics ecosystem platforms fostering service innovation. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo Åke (2018). From customer feedback to innovation: - The IKEA case. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2018). Informing Resource Integration in Service Dominant Logic with Motivation Theory. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2018). Theorizing on resource asymmetry. Full text in Research Archive
• Tronvoll, Bård (2018). Forbrukerombudets nye rapport om klagestatistikk. [TV]. God morgen Norge. Full text in Research Archive
• Tronvoll, Bård & Lund, Anders (2018). Klager sjelden på maten – vil ikke ødelegge stemningen. [Internet]. NRK Nyheter. Full text in Research Archive
• Tronvoll, Bård (2017). Hvordan knytte musikkforskning til musikk bransjen - to eksempler. Full text in Research Archive
• Tronvoll, Bård (2017). Betydningen av digital forretningsforståelse – hvordan bygge fremtidens kompetanse. Full text in Research Archive
• Pettersen, Per Håkon & Tronvoll, Bård (2017). Finnes ikke maken i Norge: Venter god søkning. [Journal]. Glåmdalen. Full text in Research Archive
• Dehling, Sebastian; Edvardsson, Bo Åke & Tronvoll, Bård (2017). Expanding understanding of resource integration in service ecosystems: A signaling approach. Full text in Research Archive
• Arsenovic, Jasenko; Edvardsson, Bo Åke; Tronvoll, Bård; Åkesson, Mikael & Gruber, T (2017). Measuring the holistic co-recovery customer experience. Full text in Research Archive
• Dehling, Sebastian; Edvardsson, Bo Åke; Tronvoll, Bård & Holmlid, Stefan (2017). Innovate at startup speed but scale at industry level: Stakeholder engagement practices between corporations and startups. Full text in Research Archive
• Findsrud, Rolf & Tronvoll, Bård (2017). Resource integration in value co-creation: Integrative framework from S-D logic and Motivation Theory. Full text in Research Archive
• Vink, Josina; Tronvoll, Bård; Edvardsson, Bo Åke; Wetter-Edman, Katarina & Aguirre, X (2017). Service ecosystem design: doing institutional work through design. Full text in Research Archive
• Gidhagen, Michael; Helkkula, Anu; Loebler, Helge; Jonas, Julia; Sörhammar, David & Tronvoll, Bård (2017). Human-to-nonhuman value co-creation and resource integration: parasocial actors in a service ecosystem. Full text in Research Archive
• Sörhammar, David; Kowalkowski, Christian; Tronvoll, Bård & Skylar, A (2017). Service ecosystem perspective on the digital service journey. Full text in Research Archive
• Vink, Josina; Tronvoll, Bård; Edvardsson, Bo Åke & Wetter-Edman, Katarina (2017). Reshaping Mental Models through Service Design to Foster Service Innovation. Full text in Research Archive
• Tokar, Oksana; Böhmann, Tilo; Tronvoll, Bård & Edvardsson, Bo Åke (2016). Service boundary objects as facilitators of value co-creation across the boundaries of service systems: Empirical Exploration. Full text in Research Archive Show summary

  The following research is aimed to theorize service boundary objects (SBOs) to better understand facilitators of value co-creation across the boundaries of service systems. We posit that the concept of SBOs is useful as a theoretical lens on resource integration and value co-creation across multiple service systems and can also help to form the design of interconnected service systems. Service systems are often interconnected across their boundaries via value proposition, acceptance and evaluation of value (Spohrer et al. 2008). Therefore, actors become engaged in Resource integration across multiple service systems (Pinho et al. 2014), whereas challenges arise when actors cross service system boundaries. Unfortunately, there is little research on these challenges and there is a need for an analysis of actors’ resource integration across service system boundaries. In our work we use the theory of boundaries with the concept of boundary objects in order to conceptualize the factors that facilitate resource integration and value co-creation across service system boundaries. Star and Griesemer (1989) introduced boundary objects as mediating translators among different perspectives of cooperating teams. Our study aims to inform existing conceptualizations by introducing the concept of a service boundary object. We build on their definition and propose that SBOs are shared resources that aim to facilitate the actors’ resource integration and value co-creation efforts across the boundaries of service systems. A definition and accompanying operationalization of SBOs can help to identify boundary-related barriers of value co-creation across service system boundaries. We therefore empirically explore resource integration across multiple service systems with the focus on inhibiting and enabling factors in the area of mental health care. This medical area comprises interconnected service systems and represents a complex service system with multiple SBOs. Its complexity is grounded in the structure of care, which comprises multiple service systems with their boundaries and discontinuities of practices. We use the qualitative research data from the selected case and present two studies. In the first study we refine the concept of a SBO and explain how individual SBOs are established at the boundary of service systems. We identify and analyze their variety, viability and temporality in use context. We also discuss how those features and the actual usage of SBOs influence the facilitating function of SBOs and how some SBOs can turn into inhibitors when not used properly. In the second study we view SBOs as shared resources, which can facilitate resource integration either in a bundle or individually. Based on the premise of interconnectedness of boundary objects (Oswick and Robertson 2009) we argue that individual SBOs may not be viable by themselves, whereas the usage of multiple interdependent SBOs may influence or even facilitate their individual viability. We therefore contribute to the understanding of how multiple SBOs may be interconnected to each other and how these combinations become infrastructures that facilitate value co-creation in the context of multiple service systems. We conclude that service boundary objects are useful for understanding value co-creation and resource integration across the boundaries of service systems. At the same time SBOs can also help to design the interconnected service systems as they may be purposefully created or integrated by using service boundary objects.

• Vink, Josina; Wetter-Edman, Katarina; Tronvoll, Bård & Edvardsson, Bo Åke (2016). Well-being through designing: co-design as a promising, practical approach to enhancing the well-being of actors. Full text in Research Archive Show summary

  This research responds to the call by proponents of transformative service research to investigate ways service can create uplifting changes aimed at improving the well-being of individuals and collectives (Anderson & Ostrom, 2015). The theoretical contribution of this paper is fruitful for service researchers because it provides a link between the theoretical discussion about transformation in service ecosystems and a practical approach to enhancing individual well-being through service. This research is also important for managers and service designers interested in enhancing the well-being of actors because this study further legitimizes the role of co-design in service.

• Badinelli, Ralph; Barile, Sergio; Carrubbo, Luca; Tronvoll, Bård & Walletzky, Leonard (2016). Market dynamics, a Complex Adaptive Systems view. Full text in Research Archive
• Arsenovic, Jasenko; Edvardsson, Bo Åke; Gruber, Thorsten; Tronvoll, Bård & Åkesson, Maria (2016). A conceptualization of the Co-Recovery Customer Experience. Full text in Research Archive
• Aal, K.; Hammedi, W.; Nasr, L. & Tronvoll, Bård (2016). Exploring the role of conflict in the transformation of service ecosystems. Full text in Research Archive
• Findsrud, Rolf; Tronvoll, Bård & Edvardsson, Bo Åke (2016). Conceptualizing Resource Integration in Value Co-Creation Using Theories of Motivation. Full text in Research Archive
• Arsenovic, Jasenko; Edvardsson, Bo Åke; Gruber, Thorsten; Åkesson, Maria & Tronvoll, Bård (2016). Co-creating the Service Recovery Experience – A New Lens on Service Recovery. Full text in Research Archive
• Tronvoll, Bård (2016). Stakeholder participation in innovative value co-creation processes. Full text in Research Archive
• Kowalkowski, Christian; Sörhammar, David; Tronvoll, Bård & Sklyar, Alexey (2016). A Network Perspective on Servitization. Full text in Research Archive
• Vink, Josina; Wetter-Edman, Katarina; Edvardsson, Bo Åke & Tronvoll, Bård (2016). Understanding the Influence of the Co-Design Process on Well-Being. Full text in Research Archive Show summary

  The aim of this paper is to explicitly link co-design to well-being and expand the conversation about the influence of the co-design process on well-being. This paper highlights considerations for co-design researchers and practitioners interested in enhancing the value created through co-design. The authors draw from discussions in transformative service research (TSR) to better understand how co-design influences well-being. Co-design is defined as a process of joint inquiry and imagination where diverse actors share and combine their knowledge. Based on the broad definition of service set out in servicedominant logic (SDL), the authors take the position that co-design is a form of service and therefore stress the relevance of TSR to co-design. The paper identifies six dimensions of well-being discussed in TSR that extend and highlight gaps in co-design literature related to the influence of the co-design process on well-being. The authors suggest that these dimensions become a component of future evaluations of the co-design process and point to opportunities for further research related to how co-design influences well-being and supports transformation.

• Tronvoll, Bård (2015). Stor interesse for siviløkonomutdanningen på Rena. [Journal]. Østlendingen. Full text in Research Archive
• Koskull, Catharina von; Strandvik, Tore & Tronvoll, Bård (2015). ’Mission impossible’: emotional strategizing in service innovation management. Full text in Research Archive Show summary

  Konferansens tittel: Organizations and the Examined Life: Reason, Reflexivity and Responsibility

• Tronvoll, Bård & Heinonen, K (2015). The echoing of value - a conceptualization of value. Full text in Research Archive
• Tronvoll, Bård (2015). Philosophical Foundations for Research and their Implications on Service Research. Full text in Research Archive
• Tokar, O.; BohMann, Tilo & Tronvoll, Bård (2015). Facilitating Service Systems Integration with Service Boundary Objects: An Empirical Exploration in Mental Health Care. Full text in Research Archive
• Heinonen, K & Tronvoll, Bård (2015). The layers of value; a conceptualization of the phenomenological notion. Full text in Research Archive
• Letaifa, S.B.; Edvardsson, Bo Åke & Tronvoll, Bård (2015). The role of social platforms in transforming social ecosystems. Full text in Research Archive
• Tronvoll, Bård (2015). Philosophical foundation for a systemic perspective. Full text in Research Archive
• Edvardsson, Bo Åke; Tronvoll, Bård & Witell, Lars (2014). Key Concepts in Service Innovation Research: Value Proposition, Actors, Resources and Institutions. Full text in Research Archive
• Svenkerud, Peer Jacob & Tronvoll, Bård (2014). Endelig siviløkonomutdanning. Full text in Research Archive
• Edvardsson, Bo Åke; Tronvoll, Bård & Witell, Lars (2014). Key Concepts in Service Innovation Research: Value Proposition. Full text in Research Archive
• Koskull, Catharina von; Strandvik, Tore & Tronvoll, Bård (2014). Emotional strategizing in service innovation management. Full text in Research Archive
• Tronvoll, Bård (2014). Markedsføring fra oven og markedsføring fra bunnen: -hvordan hjelper dette oss til å forstå verdiskaping? Full text in Research Archive
• Tronvoll, Bård (2013). Novel marketing perspectives calls for an in-depth understanding of philosophical assumptions. Full text in Research Archive
• Åkesson, Mikael; Edvardsson, Bo & Tronvoll, Bård (2013). Customers experience with self-service technology. Full text in Research Archive
• Edvardsson, Bo; Kleinaltenkamp, Michael; Tronvoll, Bård; McHugh, Patricia; Watts, Jameson & Windahl, Charlotta (2013). Institutional Logic Matters - Coordinating Resource Integration. Full text in Research Archive
• Hekkula, A*; Kowalkowski, Christian & Tronvoll, Bård (2013). Different approaches to service innovation and their contribution of value co-creation. Full text in Research Archive
• Tronvoll, Bård (2013). The Intertwined Drivers of Customers Experiences. Full text in Research Archive
• Tronvoll, Bård (2013). A transition of service recovery: a network approach. Full text in Research Archive
• Tronvoll, Bård (2013). Do we take our philosophical research perspective for granted, if so, what is the result?”. Full text in Research Archive
• Åkesson, Mikael; Edvardsson, Bo & Tronvoll, Bård (2013). What drives customers’ experience: The influence of norms. Full text in Research Archive
• Edvardsson, Bo Åke & Tronvoll, Bård (2012). Conceptualizing Service Innovation: Value co-creating Relationships in Service Systems. Full text in Research Archive
• Tronvoll, Bård (2012). Paradigms: - different perspectives, different views. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo (2012). Foundations for Service System Research. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo (2012). How do institutional logics shape service systems and value co-creation? Full text in Research Archive
• Tronvoll, Bård; Edvardsson, Bo & BohMann, Tilo (2012). Service Systems Integration. Full text in Research Archive
• Tronvoll, Bård (2012). The transition of service recovery. Full text in Research Archive
• Mysen, Tore; Svensson, Göran & Tronvoll, Bård (2012). The influence of shared business ethics on B2B relationship commitment: A nordic comparative study. Full text in Research Archive
• Tronvoll, Bård (2012). Vi er for dårlige på service. [Journal]. Bergens Tidende. Full text in Research Archive Show summary

  Eksperter på service mener det står for dårlig til i butikkbransjen. Et firma med 4000 butikkobservatører får bedriftene til å skjerpe seg.

• Edvardsson, Bo & Tronvoll, Bård (2012). A new conceptualization of service innovation grounded in S-D logic and service systems. Full text in Research Archive
• Tronvoll, Bård & Edvardsson, Bo (2012). A New Conceptualization of Service Innovation grounded in S-D logic and Service Systems. Full text in Research Archive
• Edvardsson, Bo & Tronvoll, Bård (2011). Value co-creation and value-in-context: Understanding the influence of duality of structures. Full text in Research Archive Show summary

  Tema: Innovative Service Paradigm in Emerging Markets

• Tronvoll, Bård (2011). Planetary debate on Practices of effective service design and mechanisms to enhance service innovation. Full text in Research Archive
• Tronvoll, Bård (2011). Trends and challenges in service research. Full text in Research Archive
• Edvardsson, Bo & Tronvoll, Bård (2011). Custumer driven service innovation. Full text in Research Archive

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