Blar i Brage INN på forfatter "Tronvoll, Bård"
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Strategic brand management: Archetypes for managing brands through paradoxes
Högström, Claes; Gustafsson, ,Anders; Tronvoll, Bård (Journal article; Peer reviewed, 2015)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 ... -
Tensions in Digital Servitization through Paradox Lens
Toth, Zsofia; Kowalkowski, Christian; Skylar, A; Sörhammar, David; Tronvoll, Bård; Wirths, Oliver (Peer reviewed; Journal article, 2022)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 ... -
The Actor: The Key Determinator in Service Ecosystems
Tronvoll, Bård (Journal article; Peer reviewed, 2017)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 ... -
Transformational shifts through digital servitization
Tronvoll, Bård; Sklyar, Alexey; Sorhammar, David; Kowalkowski, Christian (Peer reviewed; Journal article, 2020)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 ...