Fresh thinking in services marketing: contemporary, cutting-edge and creative thoughts

Abstract

Purpose

The purpose of this paper is to highlight and promote fresh thinking in services marketing research.

Design/methodology/approach

The topic of the special issue was deliberately chosen to encourage fresh ideas and concepts that will move the discipline forward. The accepted papers have been categorised for ease and convenience of reading by scholars and practitioners, with a short commentary on each category.

Findings

There is a wealth of forward-thinking by service(s) marketing researchers that bodes well for the future of the sub-discipline.

Research limitations/implications

The special issue does not address fresh thinking in all areas of services marketing research. Other potential areas for fresh thinking are identified.

Originality/value

New thinking in a scholarly field is necessary to propel the discipline forward.

Citation

Russell-Bennett, R. and Baron, S. (2015), "Fresh thinking in services marketing: contemporary, cutting-edge and creative thoughts", Journal of Services Marketing, Vol. 29 No. 6/7, pp. 421-424. https://doi.org/10.1108/JSM-06-2015-0218