PurposeThis study aims to explore the literature related to modularity in developing and manufacturing physical products in order to employ the idea of modularity into the business services context.Design/methodology/approachIn order to answer the defined research question, the authors construct an empirically grounded model for modular service platform. The research design follows an abductive logic beginning with the construction of a theoretical pre‐understanding and elaborating upon it empirically. Streams of literature that are applied are service marketing and operations and product development and modularity research including product architecture design. In the empirical part of the study, the authors elaborate on these issues through a qualitative single case study.FindingsThe results show that the developed modular service platform including four modularity dimensions: service, process, organisational and customer interface dimensions can be used to create value in business services.Originality/valueWith a reviewing literature of modularisation of manufacturing products and processes, an empirically grounded model of this paper shows how the business service providers can use modularisation in platform approach to identify, develop and deliver new services cost efficiently and more flexibly.

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

Purpose -The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms.Design/methodology/approach -A n e m pi r i c a l m ul t i pl e c a s e s t u dy co n d u c t e d a m o n g s i x industrial firms examines the current state of digital marketing communications (DMC). Findings -The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales, and create awareness. Third, firms have not employed social media tools as a part of DMC as widely as traditional digital tools.Research implications -Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support.Practical implications -DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales, and improving communication with existing customers. Different DMC tools are required for each of these objectives.Originality/value -This study is among the first to examine the rapidly changing communications landscape and the spread of digital channels in industrial marketing communications.Keywords Digital marketing communications, industrial marketing communications, tools, case study, branding, social media Article classification Research paper 2In general, industrial companies are not at the forefront of adopting new instruments and channels for marketing communications. However, the growing number of stakeholders and the fragmentation of the media landscape have led to a rethinking of marketing communications in industrial firms. Digital marketing communications (DMC), particularly when linked to corporate branding and in support of personal selling, has begun attracting the interests of both practitioners and academics (Deeter-Schmelz & Kennedy, 2002;Foster, 2005;Järvinen et al., 2012;Michaelidou et al., 2011). For example, research has recently examined ways to combine DMC with traditional marketing communications to communicate with industrial customers (Foster, 2005; Michaelidou et al., 2013), likely because traditional marketing communications (e.g., industrial advertising) play a lesser role than customer relationship management, personal interaction, and other variables in the industrial marketing mix-namely, product, price, and place Gilliland & Johnston, 1997; Jackson et al., 1985). Every company faces the question of how to maximize the potential gains from digital media channels. As a result, effective marketing communication has become a strategic management objective for successful firms (Cornelissen, 2004).Not only have m...

PurposeThe present challenge for many service firms is to develop an offering that is flexible and open for tailoring and at the same time achieves efficiency through standardizing processes. Modularity has been suggested as being one tool for achieving this. The goal of the present study is to find out how services provided in modular form (here referred to as service modularity) can exert an influence on the value perception of the customer in the professional services field.Design/methodology/approachEmpirical part consists of a case study of a large provider of professional services involving construction, engineering, procurement and project management service. Data were gathered by semi structured theme interviews of representatives of the case company and representatives of two of its customers.FindingsThe modular processes had an influence on the customer's expectations that are related to the experienced quality of the service, and hence they create value for the customer. In addition to the service outcome, the modular processes enhanced the customer's trust in the service provider's employees and their skills in co‐operating in a suitable way during the service process. The organizational modularity eased the customer's tasks of managing the project implementation.Originality/valueThe present study contributes the knowledge related to modularity in business services by incorporating the knowledge from the theoretical discussion on customer perceived value.

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