Relationships: Arms Length or 3rd Degree: a Nordic School Perspective

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Relationships Arms Length or 3rd Degreea
Nordic School Perspective

• Tor W. Andreassen

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Nordic School?
Finland 5 mill inhabitants Sweden 8
mill Norway 4 mill Denmark 5 mill About 15
active service/ relationship researchers
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The 3 Domains of Research
Reality
Which phenomenon to study
Which decision arena
Method to be used in order to observe or analyze .
Which theoretical platform to use
What we observe about reality
How we think about reality
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The Nordic Schools What and How

• What we study
• Relationships
• How we think about it
• Scandinavian focus
• Finland, Sweden Denmark
• North American focus
• Norway
• How we study it
• Context of discovery qualitative
• Finland, Sweden Denmark
• Context of justification quantitative
• Norway

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Why relationships?

• Historically the Nordic School has contributed to
  our understanding of service marketing and
  service quality. In the future we will contribute
  to RM due to..
• Small home markets
• Defensive rather than offensive marketing
• High cost of marketing
• Finding more effective ways to marketing
• Nordic countries very technology prune
• Finding more efficient ways to interact
• Nordic culture network oriented
• Families and friends (still) mean a lot.

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Nordic School Finland

• Relationships and CRM/eCRM
• Christian Grönroos
• Relationships and exit/switching behavior
• Inger Roos
• Relationship quality
• Veronica Liljander og Tore Strandvik
• Relationship Management
• Kaj Storbacka

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Nordic School Sweden

• Service and Relationship Management
• Richard Norman
• Relationships, concepts and content
• Relationships and CRM/eCRM
• Evert Gummesson
• Relationships and Networks
• Ivan Snehota

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Nordic School Norway

• Relationships and Networks
• Haakan Haakanson
• Relationships, equity, types phases
• Line L. Olsen
• Relationships, eService and learning
• Fred Selnes
• Relationships and frontline personell
• Andreassen Selnes
• Relationships, image, complaint
• management CRM
• Tor W. Andreassen