Services and Sustainability. A Travellers’ Guide.

Abstract

Services and Sustainability. A Travellers' Guide. Michel Altan, Fokko Bosker, Elena Cavagnaro, Klaes Eringa Publisher: Stenden University (ex CHN University), The Netherlands. August 2007. Paperback. 133 pages. ISBN 978-90-809-7945-1Services and Sustainability presents a classical combination of clearly expressed theoretical aspects and their relevant practical issues in real life cases. As its title suggests this book not only explains the principles of sustainability paradigm and some of its main outcomes today, but also sows the seeds of new way of thinking that could be viable for the successful stewardship of future generations. For that reason the authors try to present the idea of mutual existence between economic development and environmental preservation. And in order to support their platform the authors provide concrete evidences which give the impression that everything which stems out from this idea could be successfully implemented in real world.Considering the number of pages the authors structured and organized the book well in terms of its explanatory character. The book is divided into three main parts, but includes plenty of information that deserves the reader's attention.The first chapter starts with an outline the main concepts of services and the development of services management and marketing. The main question posed is how to create value for the customer. Authors' task in this part of the chapter is to define the true service logic and to determine the system of its functioning. In explaining the foundation of services the authors continue with the concept of relationship marketing which is even opposed to the classical marketing theory. The key objectives of relationship marketing are presumed to be: the creation of value for the customer, customization, fulfilling promises and providing memorable experiences. It could be also interesting for the reader to compare the "Old top-down approach" to the "New bottom-up approach" of service oriented organizational structure. Following this set of thoughts we may find out as unique contribution the way the authors bring out the link between customer relationship management and relationship marketing as its theoretical foundation. For that reason the future development of companies is customer-centred in which he or she becomes a co-creator of value within a complex network of relationships. The importance here stems out of the experiences from customer centric view and in this relation the customer centric approach is duly opposed to the product centric approach.The second part of the book focuses on the triple bottom line foundation of sustainable societies - environmental value, social value and economic value. Based on this principle the authors bring out in a very detailed way the triple bottom foundation of sustainable organizations - planet, people and company profits. The necessity of caring for others could be regarded as a key stone in the authors' approach of sustainable services. In this way the authors explain the interdependent leadership in services on a three dimensional level - care for me, care for me and you and care for all. Leadership here is not only a formal position of power but it is also referred to peoples' character and a mature mental attitude. …