Purpose The purpose of this paper is to illustrate and conceptualize how crowdsourcing can be implemented as a potential means to address gaps in service quality within service networks and to provide guidance to marketing practitioners on the use of crowdsourcing within service networks. Design/methodology/approach This paper conceptualizes how crowdsourcing can be used to address service quality gaps in service networks and provides propositions regarding the effects of crowdsourcing on service quality gaps. Findings Conceptual paper with a literature review, suggested a model for service quality gaps in service networks and propositions regarding the effects of crowdsourcing to manage service quality gaps. Research limitations/implications This research contributes to the literature on crowdsourcing by theorizing how crowdsourcing impacts service quality in service networks. Practical implications Considerations for managers implementing crowdsourcing strategies and activities within service networks are provided. In particular, implications with regard to forming the crowd, developing the most appropriate approach and integrating value into the firm are discussed. Originality/value This paper offers an original contribution linking crowdsourcing to service quality.

Purpose Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. Robert Parker’s influence as a tastemaker provides a point of comparison across brands. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate the intangible value for the consumer. Design/methodology/approach Using price and wine-specific data from Wine-Searcher.com, an online database and search engine, an initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of perfect wines, with 100-point Parker scores, is also reviewed focusing on the great vintage of 2009. Findings The results indicate that brand equity in the luxury wine market exists. Not only is this true for the brand of a specific château, but there is also equity associated with the vintage and the growth. Practical implications This offers practical implications for brand managers in positioning their wines. Originality/value An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence, such as the Parker score.

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