Fresh thinking in services marketing: contemporary, cutting-edge and creative thoughts
Abstract
Purpose
The purpose of this paper is to highlight and promote fresh thinking in services marketing research.
Design/methodology/approach
The topic of the special issue was deliberately chosen to encourage fresh ideas and concepts that will move the discipline forward. The accepted papers have been categorised for ease and convenience of reading by scholars and practitioners, with a short commentary on each category.
Findings
There is a wealth of forward-thinking by service(s) marketing researchers that bodes well for the future of the sub-discipline.
Research limitations/implications
The special issue does not address fresh thinking in all areas of services marketing research. Other potential areas for fresh thinking are identified.
Originality/value
New thinking in a scholarly field is necessary to propel the discipline forward.
Keywords
Citation
Russell-Bennett, R. and Baron, S. (2015), "Fresh thinking in services marketing: contemporary, cutting-edge and creative thoughts", Journal of Services Marketing, Vol. 29 No. 6/7, pp. 421-424. https://doi.org/10.1108/JSM-06-2015-0218
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited