| Issue |
ITM Web Conf.
Volume 66, 2024
IESS 2.4 Workshop 2024 on Startups affiliated to the conference on Exploring Service Science IESS 2.4
|
|
|---|---|---|
| Article Number | 01005 | |
| Number of page(s) | 9 | |
| Section | IESS Workshop Papers | |
| DOI | https://doi.org/10.1051/itmconf/20246601005 | |
| Published online | 13 August 2024 | |
Leveraging Service Science for Strategic Marketing: A Case Study of a Canadian Mattress Company
1 Université du Québec à Trois-Rivières, Marketing and Information System Department, Canada
2 Université du Québec en Outaouais, Accounting Sciences Department, Canada
* Corresponding author: thang.ledinh@uqtr.ca
This study utilizes a service science perspective to elaborate on the strategic marketing plan of a Canadian mattress company. Founded in 2014, the company has transformed the mattress industry’s traditional product-centric paradigm by adopting a service-dominant logic and employing service systems thinking to fuel its competitive advantage. The research investigates how the company has incorporated concepts from service science, including value co-creation, customer involvement, and tailored solutions, into its marketing approach. The article highlights the importance of service science in developing strategic marketing approaches that work for creative, tech-driven companies by examining the company’s target market identification, marketing mix, and competitive positioning. The results offer valuable insights into the strategic use of service science in the contemporary, digitally-enabled marketplace for both scholars and practitioners.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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