Olivier Furrer

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• Professor Dr.
• Professor (Full) at University of Fribourg

The authors argue that perceptions of service quality vary across cultural groups, as defined by each culture’s position on Hofstede’s dimensions. They explicitly map the relationship between service quality perceptions and cultural dimension positions and draw the implications for international service market segmentation. They also test the hypot...

Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumers co-creators of brand value. In view of this, a three-phased research programme was undertaken to identify the facets of online retail/service (ORS) brand equ...

With the growth of worldwide e-commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study provides evidence from five different countries as to wheth...

This paper analyses 26 years of strategic management research published in Academy of Management Journal, Academy of Management Review, Administrative Science Quarterly and Strategic Management Journal. Through a content analysis, it studies the relationships between the subfields of strategic management. A multiple correspondence analysis provides...

Some recent studies have shown that culture influences how consumers perceive service quality. Others have shown the relationship between perceived service quality and behavioral intentions. In this article, the authors study how culture influences behavioral intentions toward services on the basis of services marketing and cross-cultural psycholog...

While business studies on gender have increased, they continue to adopt traditional approaches with limited samples drawn from general populations (e.g., students and teachers). In contrast, we investigate gender differences with our focus solely on business professionals. Specifically, we study 40 societies using the four dimensions of subordinate...

Purpose We examined the attitudes of millennial-aged business students toward economic, social and environmental corporate responsibility (CR). Currently, these individuals are of an age that they have entered the workforce and are now ascending or have ascended into roles of leadership in which they have decision-making power that influences their...

Over the past few decades, cross-cultural alliances have become a prominent strategic tool for firms to explore and exploit international opportunities. Although cross-cultural alliances have grown increasingly popular, their failure rate is also extremely high. Clashing cultures are the most cited reason for such failures, though cultural tensions...

Drawing from status characteristics theory, we develop a multilevel model to explain the relationships between gender composition (e.g., female‐female supervisor‐subordinate dyads, a female majority at the next higher level, and a female majority at the same job level) in the workplace and women's career satisfaction. We hypothesise that working wi...

To fill in the gap in theoretical and empirical aspects in the existing international management literature, the book covers a broad variety of issues relating to the challenges facing companies after the recent worldwide crises of financial, sanitary, and geopolitical nature. The book offers an overview of these challenges along three axes: the ch...

A Research Agenda for Service Marketing offers a unique perspective on service marketing research’s evolution and future directions. The idea for this book originated from the article Twenty-Seven Years of Service Research: A Literature Review and Research Agenda by Olivier Furrer, Jie Yu Kerguignas, Cécile Delcourt, and Dwayne D. Gremler (2020) pu...

In this concluding chapter, we take a longer-term perspective and discuss two different trajectories for the evolution of the service research domain. As illustrated in the previous chapters, service research is a dynamic and prolific discipline that has undergone substantial transformations over the past 30 years. However, discerning the future ev...

Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. This ground-breaking Research Agenda provides unique insight into the evolution and development of service ma...

Purpose-This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid. Design/methodology/approach-Noting the lack of theoretical framework...

In retail settings, customers inevitably interact, whether directly or indirectly, with one another, impacting their shopping experience to varying degrees. These customer-to-customer interactions (CCI) take different forms, including other customers’ covert and visible behaviors and mere presence. CCI can positively influence a focal customer’s re...

In retailing, the servicescape refers to the physical and digital store spaces, as well as the social interactions that occur within them. The retail environment comprises many stimuli that elicit customers’ cognitive, emotional, and physiological responses. These cues are an integral part of the customer experience, influencing not only customers’...

Purpose—This study seeks a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, achieved by revisiting three older services marketing models: the servuction model, the services marketing triangle, and the services marketing pyramid. Design/methodology/approach—Noting the lack of theoretical framework...

We assess the direct effect of organizational culture and the mediating effect of trust-in-top-management on employees’ psychological safety perceptions using 2,451 observations from 18 global societies. Our hierarchical linear modeling analyses suggest that clan and adhocracy cultures levy a significantly stronger effect on psychological safety th...

Purpose-Following the continued development of transformative service research and the prevalence of the service-dominant logic in services marketing literature, increased scholarly interest centers on the co-creation of service actors' well-being. In light of this significant evolution in service research, this study aims to provide a systematic r...

Purpose Following the continued development of transformative service research and the prevalence of the service-dominant logic in services marketing literature, increased scholarly interest centers on the co-creation of service actors’ well-being. In light of this significant evolution in service research, this study aims to provide a systematic r...

Following the continued development of transformative service research and the prevalence of the service-dominant logic in services marketing literature, increased scholarly interest centers on the co-creation of service actors’ well-being. In light of this significant evolution in service research, the current article seeks to provide a systematic...

Purpose—Negative customer-to-customer interactions (NCCI) occurring in physical service encounters can have a detrimental effect on a focal customer’s experience. This paper explores how the interplay between the physical servicescape and the presence and behavior of other customers can lead to NCCI. Moreover, through an examination of customers’ r...

Among the various stakeholders involved in the development of new services, users and consumers hold a central place. A thorough understanding of users' needs as well as their inclusion at every stage of the development process, are considered critical for service innovation. Three main streams of research that have been concerned with user-based s...

Si l’opportunisme des partenaires dans les alliances a largement intéressé la littérature académique dédiée au management stratégique, peu de recherches ont étudié les différences entre l’opportunisme et la saisie d’opportunités. C’est dans cette perspective que notre recherche vise à appréhender l’opportunisme et la recherche d’opportunités au sei...

Cet ouvrage regroupe des contributions originales de chercheurs sur les trois axes de l'internationalisation : Les processus, les acteurs et les contextes. - Penser l'internationalisation, c'est penser un processus de transformation, d'adaptation ou d'apprentissage avec des étapes successives. - Penser l'internationalisation des acteurs, c'est reve...

Research on strategic alliances and coopetition has generated numerous contributions on the sources of paradoxical tensions and on the mechanisms for managing these tensions. These academic contributions have largely examined the dynamics of inter-organizational relations. However, despite the scientific interest in better understanding the evoluti...

We investigate the relationships between gender-role-orientation (i.e., androgynous, masculine, feminine and undifferentiated) and subjective career success among business professionals from 36 societies. Drawing on the resource management perspective, we predict that androgynous individuals will report the highest subjective career success, follow...

In our 40-society study of business professionals, we first constructed four microculture cohorts based on gender and life-stage (young: 20-39 and middle: 40-59). Next, using the alignment method and HLM, we investigated the preferences that these microculture cohorts had for four unique organizational culture types (Clan, Adhocracy, Market and Hie...

Since the days of Hofstede (1980), cross-cultural comparisons of countries based on societal-level work values have been a norm. This approach has been represented more recently in Ronen and Shenkar’s (2013) 11 clusters of country cultures. However, more contemporary research found within-country heterogeneity of values/behaviors is substantial and...

Purpose – In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how...

Purpose – In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how...

Purpose – In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how...

In this entry, we review the literature on strategic alliances between service firms. After providing a definition of this specific type of alliance, we highlight their purpose and challenges and offer a typology of four types of service alliances: co-branding alliances, co-sharing alliances, service integrators, and service value network.

In this entry, we review the service research literature on the impact of culture in service encounters. Whereas early studies focused on exploring differences in customers' expectations, perceptions, attitudes, and behavior, more recent studies have started to investigate the impact of cultural distance in intercultural service encounters. These s...

When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study investigates customer captivity as a type of vulnerability and aims to evaluate its effects on customers’ service evaluation and word-of-mouth behavior, as well as to identify solutions that reduce c...

In this study, we assess the internal and external validity of Gelfand et al.’s (2011) recently developed measure of cultural tightness-looseness (CTL). Our study is composed of six countries (China, Mexico, Netherlands Russia, Spain, U.S.) with three subsamples (business professionals, K-12 teachers, college students) per country. For these 18 sub...

In this study, we assess the internal and external validity of Gelfand et al.’s (2011) recently developed measure of cultural tightness-looseness (CTL). Our study is composed of six countries (China, Mexico, Netherlands Russia, Spain, U.S.) with three subsamples (business professionals, K-12 teachers, college students) per country. For these 18 sub...

« L’enfer, c’est les autres. » Cette citation de Jean-Paul Sartre extraite de la pièce Huit-Clos évoque les sentiments que l’on peut avoir vis-à-vis du regard et du jugement des autres. Mais il n’y a pas que leur regard qui dérange, leurs comportements aussi. Aujourd’hui, à l’heure de la réouverture des terrasses et des retrouvailles post-confinem...

This multilevel study investigated the effect of national institutional environments on the relationship between corporate responsibility practices and financial performance in multiple European countries, controlling for firmlevel predictors. By doing so, we demonstrate that neither institutional theory nor stakeholder theory is adequate to invest...

This multilevel study investigated the effect of national institutional environments on the relationship between corporate responsibility practices and financial performance in multiple European countries, controlling for fir-mlevel predictors. By doing so, we demonstrate that neither institutional theory nor stakeholder theory is adequate to inves...

Un des aspects les plus caractéristiques de la guerre froide fut la course aux armements que se livra les puissances nucléaires. Cette course reposait en grande partie sur la doctrine MAD (« Mutual Assured Destruction » ou destruction mutuelle assurée en français). Selon cette doctrine, la peur d’une destruction mutuelle et totale était la seule ga...

Purpose This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect influence on repatronage intentions. Recent studies sugge...

This multilevel study investigated the effect of national institutional environments on the relationship between corporate responsibility practices and financial performance in multiple European countries, controlling for firm-level predictors. By doing so, we demonstrate that neither institutional theory nor stakeholder theory is adequate to inves...

La pandémie que nous subissons va-t-elle durablement affecter le comportement des consommateurs et les activités marketing des entreprises? Si cette pandémie prend fin dans les six prochains mois, son effet à long terme sera probablement minime. Après un tassement de la consommation pendant la crise, on peut espérer un retour à la normale après une...

We examine the direct relationships for both individual values and organizational-level culture on the quality of leader-member exchange (LMX) in a multilevel, multi-society study. In addition, we investigate the moderating roles of organizational- and societal-level cultures. Using 2343 respondents from 12 samples, we performed hierarchical linear...

This chapter identifies configurations of CR programs associated with high environmental responsibility. The approach elaborates how institutional fields, particularly regulative and stakeholder pressures, and firms’ CR orientations (employee, community, and consumer CR) influence firms to adopt high environmental CR. We present a sample of 573 fir...

Purpose: This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect influence on repatronage intentions. Recent studies sugg...

In this multilevel study, we examine the direct relationships for both individual values and organizational-level culture on the quality of leader-member exchange (LMX). In addition, we investigate the moderating roles of organizational- and societal-level cultures. Using 2,343 respondents from 12 samples, we performed hierarchical linear modelling...

In line with the Contemporary Marketing Practices research, this paper explores the practices of marketing practitioners regarding the management of paradox and extends the understanding of marketing strategy in today's digital environment through a paradox perspective. Numerous studies have investigated the consumer responses to the personalizatio...

Purpose The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the interest of scholars, resulting in an expanding body of knowledge. Accordingly, it is time to reflect on extant service research, assess its boundaries, and think about...

Many single-country studies have examined compatibility between the individual values of the employee and organizational cultural values, typically referred to as person-organization (P-O) fit. However, little progress has been made in understanding whether P-O fit relationships generalize across countries and, if so, whether and how societal value...

Purpose-The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the interest of scholars, resulting in an expanding body of knowledge. Accordingly, it is time to reflect on extant service research, assess its boundaries, and think about...

A l'amitié personnelle, le marketing ajoute la notion d'amicalité professionnelle. Cela permet, bien entendu, de soigner la relation-client en la rendant moins formelle, mais peut aussi avoir des effets sur le bien-être de l'employé·e. Olivier Furrer et Mélanie F. Boninsegni Souriez, vous êtes salarié·e L'amitié nous accompagne dans notre vie perso...

Purpose Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and facets. Design/methodology/approach This study uses a sequ...

De plus en plus de clients continuent d’utiliser les mêmes fournisseurs de services (banque, assurance, téléphonie mobile), malgré qu’ils ne soient pas satisfaits de la qualité des services qu’ils reçoivent. Ce paradoxe provient du fait que souvent ces clients se sentent captifs de leurs fournisseurs et ont l’impression de ne pas avoir le choix de...

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This article seeks a deeper understanding of MBL by investigating its different types and facets. This study uses a sequential, qualitatively-driven mixed method de...

This study focuses on the development of a customer experience ecosystem during a journey which is embedded in meso- and macro-layers. Using the critical incident technique, the author collected in-depth interview data from bank customers in Switzerland and Iran to empirically study this ecosystem, including customer–company interaction in the micr...

La captivité des clients modifie leur perception de la qualité de service et amplifie leurs réactions. Cette étude teste empiriquement les effets du sentiment affectif négatif de clients captifs et de leur insatisfaction liée à des prix perçus comme trop élevés sur la perception de la qualité de service, l’insatisfaction et le bouche-à-oreille. Les...

When customers do not have the choice to leave their service provider or to switch providers they might feel captive. How does this captivity affect their attitudes and behaviors? In this study, we empirically assess the effects of two indicators of captivity (negative affect and negative price perception) on customers' cognitive and affective resp...

This cross-country study investigates the antecedents and outcomes of corporate social and environmental responsibility (CSER) practices. Based on institutional theory and stakeholder theory we conducted an empirical study among 519 firms in Denmark, Germany, and the Netherlands. We found evidence supporting a significant positive relationship betw...

This cross-country study investigates the antecedents and outcomes of corporate social responsibility (CSR) practices. Based on institutional theory and stakeholder theory, we conducted an empirical study among 519 firms in Denmark, Germany and the Netherlands. We found evidence that supports a significant positive relationship between stakeholder...

Les services captifs sont des services qui sont fournis dans un système concurrentiel ou à travers des processus qui limitent le choix, le contrôle et le pouvoir des consommateurs (Rayburn, 2015). Dans ce cadre, la captivité des services est la perception par les consommateurs que pour obtenir ce service, ils n’ont pas d’autre option que leur fourn...

Recently, the dialogue between science and practice has become a topic of academic investigation. The academic research’s social environment has become more demanding. Environmental changes such as an increasing demand for more relevant research, a fiercer competition between universities for governmental and private funding, and a more critical re...

Drawing on research from design science, marketing, and service science, our paper provides an integrated framework for evaluating and directing innovative service design. The main goal of our review is to highlight the strengths of existing frameworks and to suggest how they can be enhanced in combination with design science principles. Based on o...

Purpose The purpose of this paper is to assess the cross-cultural equivalence of the four-dimensional 20-item Cultural Intelligence Scale (CQS) and the two-dimensional 12-item cultural intelligence (CQ) short scale. Furthermore, the study elaborates on the results by discussing the differences between culturally equivalent and culturally non-equiva...

The challenges faced by diversified corporations—firms that operate in more than one industry or market—have changed over the years. There is today a wide range of strategies, including corporate level strategies, to create shareholder value. In this book, I guides the reader in developing the ability to consider the impact of critical changes in r...

In this chapter, we develop a response strategy framework modeling behavioral responses to adverse situations in strategic alliances. Extant alliance literature treats behavioral responses as discrete and isolated reactions to adverse situations, to which we refer as response strategies. Building on the results of a review of emerging literature an...

Despite the popularity of international alliances and reports of their high failure rate, surprisingly only a limited number of studies focused on how national culture influences partners’ responses to adverse situations. To address this issue, we conduct a literature review of response strategy research and develop a research agenda to advance the...

Performance is the lifeblood of a firm's management. Performance itself depends on the adaptation of strategy based on learning and the environment. An important way that firms adapt their strategy is through imitation or mimetic isomorphism. Imitation implies a referent for such adaptations. This article seeks to determine who or what should serve...

Despite an increasing number of publications on cultural intelligence (CQ), the operationalization and conceptualization of this construct demand further attention. In this replication study among 308 experienced overseas Chinese respondents, a two-dimensional structure seems to better represent the data than the original four-dimensional CQ scale....

Une stratégie de services autour des produits permet théoriquement aux entreprises industrielles d'obtenir un avantage concurrentiel en évitant une guerre des prix. Une telle stratégie de services n'est pas toujours aussi efficace qu'on le penserait. En effet, elle engendre souvent des coûts supplémentaires qui ne sont pas compensés par une augment...

A strategy of services around products theoretically enables industrial firms to gain a competitive advantage by avoiding a price war. However, this type of service strategy may not always be as effective as one may initially think. It often generates extra costs which are not always compensated by additional sales or profit. An industrial firm wis...

Despite an increasing number of publications on cultural intelligence (CQ), the operationalization and conceptualization of this construct demand further attention. In this replication study among 308 experienced overseas Chinese respondents, a two-dimensional structure seems to better represent the data than the original four-dimensional CQ scale....

How do firms terminate unsatisfactory strategic alliances? Previous literature on alliance termination has considered exiting an alliance to be a single event. Drawing on circumplex response strategy literature, we propose that alliance termination is part of an integrated system of behavioural responses to adversity. The findings of a scenario-bas...

Despite their popularity, buyerseller relationships are often dissatisfying and engender destructive behavior, such as opportunism and exit by one partner. To explain destructive behavior, previous supply chain management studies primarily focused on the influence of situational factors, such as social and economic dissatisfaction, without accounti...

Purpose This paper aims to provide a research agenda for qualitative studies in the field of strategic management (SM) in the Baltic area. Design/methodology/approach A total of 167 strategic management-related articles in this area between 2000 and 2013 were found. The content within title, abstract and authors’ keywords was analysed by means of...

In this study, we set to explore whether individual-level factors account for variation in organizations’ opportunistic behavior that is not explained by relational- and environmental-level factors. Dominant theories, such as transaction cost theory and social exchange theory, propose that, in buyer–seller relationships, the primary locus of opport...

Performance is the lifeblood of a firm’s management. Performance itself depends on the adaptation of strategy based on learning and the environment. An important way that firms adapt their strategy is through imitation or mimetic isomorphism. Imitation implies a referent for such adaptations. This article seeks to determine who or what should serve...

Les entreprises sont souvent stigmatisées pour le comportement irresponsable de leurs parties prenantes, que ce soit le comportement des sous-traitants, des clients ou même des actionnaires. Quelles sont donc les limites de la responsabilité sociale des entreprises ? s’étend-elle aux parties prenantes ? Si oui, comment contrôler l’irresponsabilité...

Despite an increasing number of publications on cultural intelligence (CQ), the operationalization and conceptualization of this construct demand further attention. In this replication study among 308 experienced overseas Chinese respondents, a two-dimensional structure seems to better represent the data than the original four-dimensional CQ scale....

Fournir des services autour de leurs produits est devenu une stratégie de plus en plus prisée par les entreprises manufacturant ou vendant des biens tangibles. On observe cependant une controverse autour de ce type de stratégie parce que la relation entre offre de services et performance est ambiguë. Une stratégie de services autour des produits es...

Is the societal-level of analysis sufficient today to understand the values of those in the global workforce? Or are individual-level analyses more appropriate for assessing the influence of values on ethical behaviors across country workforces? Using multi-level analyses for a 48-society sample, we test the utility of both the societal-level and i...

Over decades, research on multinational enterprises’ (MNEs) strategies has been anchored in internalization theory. Strongly grounded in transaction cost economics to explain foreign market entry, it hardly explains how MNEs can build and sustain a competitive advantage. Thus, this paper aims at understanding how the nature of strategic thinking ha...

Cultural intelligence (CQ) is an important construct attracting growing attention in academic literature and describing cross-cultural competencies. To date, researchers have only partially tested the relationship between CQ and its dependent variables, such as performance. In this study, the relationship between CQ and communication effectiveness...

Purpose – The purpose of this paper is to provide a research agenda for qualitative studies in the field of strategic management (SM) in the Baltic area. Design/methodology/approach – A total of 167 SM-related articles in this area between 2000 and 2013 were found. The content within title, abstract and authors’ keywords was analysed by means of a...

Accusé de créer de faux besoins chez les consommateurs, le marketing a mauvaise réputation dans la presse et aux yeux du public. Critiqué pour sa frivolité, le marketing s’est engagé dans un lent processus de transformation vers une plus grande responsabilité sociale et une contribution au développement durable.

Performance is the lifeblood of a firm's management. Performance itself depends on the adaptation of strategy based on learning and the environment. An important way that firms adapt their strategy is through imitation or mimetic isomorphism. Imitation implies a referent for such adaptations. This article seeks to determine who or what should serve...

Managers’ integrity refers to a manager’s behavior that is consistent with his/her espoused value and that he/she is honest and trustworthy (Barry & Stephens 1998; Yukl & Van Fleet 1992). As a social notion, integrity also refers to the degree to which people (e.g., managers) satisfy the legitimate expectations of the world around them (Kaptein 199...

STRATEGY "The theory's central management insight is about how a company can create value through the configuration and coordination of its multibusiness activities" Business policy refers to the roles and responsibilities of top-level management, the significant issues affecting company-wide performance and the decisions affecting companies in the...