Services Marketing Cases in Emerging Markets

1. Transformative Services

   1. Case Study 14: Reliance Indian Limited (RIL): Growth Through Innovation?

      • Sudeepta Pradhan, Sanjit Kumar Roy

      Pages 169-182

   2. Conclusion

      • Sanjit Kumar Roy

      Pages 183-184

This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services.

• Case studies
• Emerging markets
• International services marketing
• Service branding
• Service management
• Services marketing

“Services are the foundation of human civilizations. Every market has different needs that must be met with different service solutions. This case book provides an invaluable collection of service cases on emerging markets in Asia. These cases cover the very established topics of service experience, co-creation, branding and servicescapes, and add the very forward-thinking topic of transformative services. Services faculty and service students will be well served by this book.” (Professor Raymond P. Fisk, Department of Marketing, McCoy College of Business Administration, Texas State University, San Marcos, Texas, USA)

“Asia has experienced tremendous growth of the service sector. This case book is timely to help educate tomorrow’s leaders in Asia on service marketing and management.  If offers valuable insights and case examples on the management of three contemporary themes - service experience and co-creation, branding and servicescapes, and transformative services. Students, academics, and practitioners alike will find this book highly insightful.” (Professor Jochen Wirtz, Department of Marketing, NUS Business School, National University of Singapore, Singapore)

“This is a timely book. We need real world cases that make new concepts and theory come alive. Ideas and conceptual models are often difficult to grasp as they go against the mainstream. Service-Dominant (S-D) Logic and IBM's Service Science service are leading the way but I see them constantly being misinterpreted. More cases can cure this.” (Dr. Evert Gummesson, Emeritus Professor, Stockholm Business School, Stockholm University, Sweden)

“This book is a direct response to the emerging need for a quality case book on services marketing in Asia which has been witnessing tremendous growth in services arena in recent times. The cases have addressed the contemporary issues of services marketing, are relevant and well written. I am sure students and academics interested in services marketing will find the book to be useful.” (Professor Ali Quazi, School of Management, University of Canberra, ACT, Australia)

“Good, relevant and timely case studies are always in demand from business and management educators. And it is increasingly important that students are exposed to a diversity of business experiences when undertaking case work. Despite the rapid growth in in the service sector across much of Asia, good case studies have been in short supply. Until now! The authors are to be congratulated for bringing together an excellent collection of cases that are diverse in terms of sectors and countries but which together provide invaluable insights into contemporary service marketing practice.” (Professor Christine Ennew, Provost, Faculty of Social Siences, University of Nottingham Malaysia Campus, Nottingham University Business School, Selangor Darul Ehsan, Malaysia)

“This book on services marketing is timely as businesses are grappling with the “what” and “how” of an effective strategy to win the competition in service industries. Lessons from case studies would provide the much needed learning for a richer class room experience for final year undergraduates and MBA students, giving them an early start on dealing with the complexities of managing service businesses.” (Professor Fon Sim Ong, Faculty of Arts and Social Sciences, The University of Nottingham Malaysia Campus, Nottingham University Business School, Selangor Darul Ehsan, Malaysia)

• Department of Marketing (M263), The University of Western Australia, Perth, Australia

  Sanjit Kumar Roy

• Department of Marketing and Advertising, Coventry University Business School, Coventry, United Kingdom

  Dilip S. Mutum

• Department of Marketing, East China University of Science and Technology, Shanghai, China

  Bang Nguyen

Sanjit Kumar Roy is Assistant Professor, at the University of Western Australia, Australia. His research interests include Services Marketing and Consumer-Brand Relationships. He co-edited Marketing Cases for Emerging Markets. He has published in European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, Internet Research and Journal of Services Marketing among others.

Dilip S. Mutum is Associate Professor of Marketing at the Nottingham University Business School (NUBS). Before deciding on an academic career, Dilip has worked with various organisations in different capacities. This includes a short stint as a sub-editor with The South Review magazine and as the Communications Officer for Consumers International - Asia Pacific office. An avid blogger, Dilip's research interests include digital consumption, social networking, customer relationship management, and social marketing. His primary expertise lies in search engine optimisation and social media marketing.

Bang Nguyen, PhD, is a faculty member of the Marketing Department at the East China University of Science and Technology (ECUST), School of Business, in Shanghai, China. Previously, he held positions at the Oxford Brookes University and the RMIT International University Vietnam. His research interests include branding, CRM, services marketing, consumer behavior and innovation management

Policies and ethics