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Peter Maas
Title
Prof. em. Dr.
Last Name
Maas
First name
Peter
Email
peter.maas@unisg.ch
ORCID
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1 - 10 of 37
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PublicationBuilding and Managing an Ambidextrous SME in Central and Eastern EuropeThis paper demonstrates how and under what conditions small and medium-sized enterprises in Central and Eastern Europe can build and manage ambidexterity. We illustrate how an exploitation-driven insurance firm complemented its exploitative core business in Central Eu-rope with exploratory activities (i.e. a new venture) in Eastern Europe to create ambidexterity across two geographically dispersed business units (BUs). We show how the firm achieved ambidexterity by elaborating on the BUs’ micro-political bargaining power and BU leaders changing their units’ mandates and adapting organisational learning to balance exploitation and exploration.Type: journal articleJournal: Journal of East European Management StudiesVolume: 28Issue: 4
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PublicationEnabling Cocreation With Transformative Interventions: An Interdisciplinary Conceptualization of Consumer BoostingService research emphasizes the relevance of consumers’ participation in the cocreation of transformative outcomes like health and well-being. However, in complex services, consumers’ limited operant resources and lacking resource integration efficiency hinder transformative value cocreation. Service research on mechanisms that facilitate well-being through efficient resource integration is sparse, but several disciplines elaborate cognitive interventions with that target. These interventions have been validated in various contexts. Nevertheless, concerns persist that they can hurt, rather than help, individual consumers. Overcoming such limitations requires an interdisciplinary effort. The present article outlines the new research area “transformative consumer interventions” (TCI) by integrating interventions theory, consumer psychology, and transformative service research in a health context. TCI provide theory-driven principles for the selection and design of interventions that facilitate operant resource integration in complex services. Additionally, we conceptualize consumer boosting, the first TCI-based intervention construct. Consumer boosts are efficient, context-specific, and personalized interventions that enhance individuals’ operant resources. Consumer boosting provides a pathway to transformative cocreation and alleviates the risk of unintended consequences and value co-destruction. This research illustrates that the transformative service domain stands to benefit substantially from getting involved in the discussion on consumer interventions and offers a unique perspective for further conceptual elaboration.Type: journal articleJournal: Journal of Service ResearchVolume: Vol. 25Issue: 1
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PublicationType: journal articleJournal: Marketing Review St. Gallen : Marketingfachzeitschrift für Theorie und PraxisIssue: 5
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PublicationType: journal articleJournal: Marketing Review St. GallenIssue: 4
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PublicationType: journal articleJournal: Versicherungsrundschau : Zeitschrift der Oesterreichischen Gesellschaft für VersicherungsfachwissenIssue: 1-2 2017
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PublicationReframing Customer Value from a Dominant Logics PerspectiveCustomer Value (CV) is one of the most crucial concepts in the field of marketing. Literature states that the identification and creation of CV is decisive for the strategic success of any organization. Moreover, CV was coined a hot research topic in the field of marketing for the years of 2010-2012 by the Marketing Science Institute (2011). However, there is still no clear opinion about the concept per se, as there is currently no accepted CV definition. What is more, since a broad variety of fundamental developments, such as the rise of the service-dominant and customer-dominant logic, touched the CV concept in the past years, there is a need to reflect upon them. Therefore, this article addresses this challenge and reflects upon recent developments to provide a common basis for future research. Moreover, the resulting implications for CV creation are provided. Focal questions that arise when considering CV include: What is the nature of CV and how can value be created considering the implications of both logics?Type: journal articleJournal: Der Markt. International Journal of MarketingVolume: 51Issue: 2-3
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PublicationType: conference paper
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PublicationType: book sectionVolume: 1. AuflageIssue: 12