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Ottosson, Mikael
Publications (10 of 36) Show all publications
Guyader, H., Ottosson, M., Frankelius, P. & Witell, L. (2019). Identifying the resource integration processes of green service. Journal of Service Management
Open this publication in new window or tab >>Identifying the resource integration processes of green service
2019 (English)In: Journal of Service Management, ISSN 1757-5818, E-ISSN 1757-5826Article in journal (Refereed) Epub ahead of print
Abstract [en]

Purpose

The purpose of this paper is to improve the understanding of green service. In particular, the focus is on identifying homopathic and heteropathic resource integration processes that preserve or increase the resourceness of the natural ecosystem.

Design/methodology/approach

Through an extensive multiple case study involving ten service providers from diverse sectors based on a substantial number of interviews, detailed accounts of green service are provided.

Findings

Six resource integration processes were identified: reducing, recirculating, recycling, redistributing, reframing and renewing. While four of these processes are based on homopathic resource integration, both reframing and renewing are based on heteropathic resource integration. While homopathic processes historically constitute a green service by mitigating the impact of consumption on the environment, heteropathic resource integration increases the resourceness of the natural ecosystem through emergent processes and the (re)creation of natural resources.

Research limitations/implications

The present study breaks away from the paradigm that “green service” is about reducing the negative environmental impact of existing services, toward providing a green service that expands biological diversity and other natural resources.

Originality/value

Transformative service research on environmental sustainability is still in its infancy. The present study contributes through conceptualizing green service, redefining existing resource integration processes (reducing, recirculating, recycling) and identifying new resource integration processes (redistributing, reframing, renewing).

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
Sustainability, Resource integration, Green service, Transformative Service Research
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-154974 (URN)10.1108/JOSM-12-2017-0350 (DOI)2-s2.0-85062676177 (Scopus ID)
Available from: 2019-03-07 Created: 2019-03-07 Last updated: 2019-07-05Bibliographically approved
Magnusson, T., Andersson, H. & Ottosson, M. (2019). Industrial ecology and the boundaries of the manufacturing firm. Journal of Industrial Ecology, 23(5), 1211-1225
Open this publication in new window or tab >>Industrial ecology and the boundaries of the manufacturing firm
2019 (English)In: Journal of Industrial Ecology, ISSN 1088-1980, E-ISSN 1530-9290, Vol. 23, no 5, p. 1211-1225Article in journal (Refereed) Published
Abstract [en]

Decisions on organizational boundaries are critical aspects of manufacturing firms’ business strategies. This article brings together concepts and findings from industrial ecology and business strategy in order to understand how manufacturing firms engage in initiatives to facilitate recycling of process wastes. Based on a distinction between waste recovery and use of the recovered resources, the article introduces a typology of four different strategies: Closed, Outsourcing, Diversification, and Open. Each strategy has a unique set of organizational boundaries and is associated with different motives and benefits for the manufacturing firm. The typology of strategies provides a conceptual contribution to assist industrial managers in strategic decision-making, and to support further studies on organizational boundaries in industrial ecology research.

Place, publisher, year, edition, pages
Wiley-Blackwell Publishing Inc., 2019
Keywords
business strategy; industrial organization; industrial symbiosis; organizational boundaries; diversification; outsourcing
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-156519 (URN)10.1111/jiec.12864 (DOI)000488924100017 ()2-s2.0-85064503736 (Scopus ID)
Funder
Swedish Energy Agency, 35624-3
Note

Funding agencies: Energimyndigheten [2018-010740]; Linkoping University

Available from: 2019-04-25 Created: 2019-04-25 Last updated: 2020-02-03Bibliographically approved
Guyader, H. & Ottosson, M. (2019). Sustainability & Marketing. In: : Föreningen Företagsekonomi i Sverige. Paper presented at FEKIS 2019, Gävle, Sweden, 16–17 oktober, 2019. Gävle, Sweden
Open this publication in new window or tab >>Sustainability & Marketing
2019 (English)In: : Föreningen Företagsekonomi i Sverige, Gävle, Sweden, 2019Conference paper, Oral presentation only (Other (popular science, discussion, etc.))
Abstract [en]

This session is based on the upcoming book “Marketing & Sustainability” (Studentlitteratur 2020) which aims to equip business students with the relevant mindset to pursue advanced marketing education or start their career as marketer with an understanding of sustainability issues — with contemporary cases and useful conceptualisations and classifications.

The presentation will cover (1) classic consumer behavior concepts (e.g., consumer segmentations, the consumption process) and how to influence consumer behavior in light of infamous attitude-behavior “green gap” (e.g., nudging); (2) firms’ operations and responses to the sustainability imperative (e.g., new product/service development, the life-cycle approach, ISO standards, open innovation); (3) sustainable marketing communications (e.g., branding, certifications and labelling, communication channels) and the pitfalls of “cheating the consumers” (e.g., greenwashing issues, transparency, GDPR implications); and (4) the diverse sustainable business models and marketing channels (e.g., Product-Service Systems, circular economy paradigm, peer-to-peer platforms). 

Place, publisher, year, edition, pages
Gävle, Sweden: , 2019
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-161680 (URN)10.13140/RG.2.2.24530.71365 (DOI)
Conference
FEKIS 2019, Gävle, Sweden, 16–17 oktober, 2019
Available from: 2019-11-06 Created: 2019-11-06 Last updated: 2019-11-15Bibliographically approved
Magnusson, T., Andersson, H. & Ottosson, M. (2018). Ensuring protection and competitiveness: Characteristics of market formation for biogas. In: : . Paper presented at 9th International Sustainability Transitions Conference,Manchester, UK, 12-14 June.
Open this publication in new window or tab >>Ensuring protection and competitiveness: Characteristics of market formation for biogas
2018 (English)Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

Background and research question

Presenting possible solutions to environmental problems such as air quality, greenhouse gases, nutrient recirculation, organic waste and wastewater management, biogas is highly relevant for sustainability transitions. Besides biogas producers, the production and use of biogas engages actors from several sectors, including energy and gas distribution, waste management and wastewater treatment, agriculture, vehicles and transport.

The formation of markets for biogas depends on policy interventions at different levels, from the local municipality via the national government to the EU commission. By contrast to other European countries, which tend to subsidize biogas production, the Swedish government has the intention to stimulate demand and to favor the use of purified biogas (biomethane) as a vehicle fuel. While biomethane currently has a strong position as an alternative to fossil fuels in certain niches (notably public transport buses), the Swedish biogas sector faces challenges to reach beyond these narrow market segments.

Adopting a market constructivist perspective, this paper will analyze the formation of markets for biogas in Sweden. The following research question will guide the analysis: What characterizes market formation in this case and based on that, what is possible to learn about market formation in relation to sustainability transitions? 

Theory

Marketing scholars increasingly consider market formation as on-going processes, which a multitude of actors influence through their strategies, activities and capabilities. To understand market formation it is therefore necessary to analyze activities among a wider array of actors than merely producers and their (potential) customers.

Following a constructivist perspective, the offer is a core element in market formation. The offer describes the meanings and qualifications that actors impose on the object that is for sale. These meanings and qualifications constitute boundaries between actors and goods. Different actors engage to define the object, as well as its meanings, qualifications and potential value. Without a clear view of what is being exchanged, market formation will be difficult. Market formation also includes institutions that set boundaries and rules for the market. These are neither static, nor pre-conceived; instead, they are shaped and acted upon. Actors influence institutions through dynamic and interactive processes. 

Method

The paper combines quantitative and qualitative sources of data to study the Swedish biogas sector. The paper presents detailed data on production and use of biogas in Sweden 2010-2017. This quantitative data is complemented by qualitative data from interviews with representatives from key actors as well as secondary data from industry reports and other written sources. 

Findings

The multitude of actors involved complicates market formation for biogas. Different meanings and qualifications are attributed to the offer. Whereas it is possible to perceive biogas as a relatively simple product – a fuel – it is also possible to perceive it as a complex system that may help solving various societal and environmental problems. Different perceptions of the offer have different implications for market formation. Depicting biogas as a complex system implies that the offer will comprise a number of different qualifications. The realization of such a complex system depends on the bonding of various actors. Once established, the bonds will protect biogas from competition. By contrast, depicting biogas as a fuel means that the value of biogas will be assessed in relation to fuel prices. Qualification will thus depend on cost competitiveness vis-a-vis other fuels.

Our analysis suggests that although the contrasting perceptions of biogas cause tensions between the actors involved, the different qualifications complement each other in the market formation process. Various environmental and societal benefits makes it possible for actors argue for institutional reforms to help biogas become cost competitive, and increased competitiveness makes it attractive to establish new biogas systems.

National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-160283 (URN)
Conference
9th International Sustainability Transitions Conference,Manchester, UK, 12-14 June
Projects
Biogas Research Center (BRC)
Funder
Swedish Energy Agency, P35624-3
Available from: 2019-09-17 Created: 2019-09-17 Last updated: 2019-09-17
Kindström, D., Ottosson, M. & Carlborg, P. (2018). Unraveling firm-level activities for shaping markets. Industrial Marketing Management, 68, 36-45
Open this publication in new window or tab >>Unraveling firm-level activities for shaping markets
2018 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 68, p. 36-45Article in journal (Refereed) Published
Abstract [en]

As the marketing literature increasingly construes markets as malleable entities, research studies of ‘marketshaping’strategies have gained increasing attention in recent years. Those are proactive, deliberate initiativeswhich a firm takes with the aim of re-shaping an operating environment comprising direct customers, customers'customers, and other actors such as its competitors. Our study derives a theoretical framework for marketshapingfrom the existing literature and an in-depth case study of one market-leading firm in the steel industry,which has been working actively in the shaping of a market. Analysis of the responses of a range of experiencedexecutive staff to unstructured and semi-structured interviews shows, among other things, that in order to shapethe market, the firm performed many individual and aggregated activities at three levels of influence – system,market offer and technology – with various actors in the market in focus. These findings are the basis of aproposed activity framework for the proactive shaping of a market: that is, what firms can do in order to shapean existing market, drive growth and create sustainable competitive advantage.

Place, publisher, year, edition, pages
Elsevier, 2018
Keywords
Market shaping, Market strategy, Market innovation, Practice, Case study
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-143227 (URN)10.1016/j.indmarman.2017.09.003 (DOI)000424310200004 ()2-s2.0-85029586626 (Scopus ID)
Projects
Custoval
Available from: 2017-11-27 Created: 2017-11-27 Last updated: 2018-03-02Bibliographically approved
Ekström, K. M., Ottosson, M. & Parment, A. (2017). Consumer Behavior: Classical and Contemporary Perspectives (1ed.). Lund
Open this publication in new window or tab >>Consumer Behavior: Classical and Contemporary Perspectives
2017 (English)Book (Other academic)
Abstract [en]

Consumer Behavior: Classical and Contemporary Perspectives provides a basic understanding of the subject of consumer behavior. A better understanding in terms of why and how people consume is particularly relevant in today’s society since consumption has become an increasingly important part of people’s lives.

This book differs from most previous textbooks by describing the subject of consumer behavior based on two comprehensive theoretical fields: theories concerning consumer psychology and decision-making, and theories concerning consumer culture and practices. These two perspectives complement one another and contribute to a better understanding of the complexity of consumption. Furthermore, the book has a sustainability perspective. The impact of consumption on the environment is important to highlight, not least with regard to future generations. The book also has a consumer perspective in that the consumer is not seen as a passive recipient of offers, but rather as an active actor who must be given the opportunity to make his or her voice heard. A better understanding of consumers’ different living conditions and the situations they encounter will give companies and other organizations a better chance to reach out to consumers and meet their needs.

Consumer Behavior is also available in Swedish, published by Studentlitteratur.

Place, publisher, year, edition, pages
Lund: , 2017. p. 309 Edition: 1
Keywords
Consumer behavior, Buying decision, Culture, CCT, BDT, Personality, Lifestyle
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-140762 (URN)9789144116815 (ISBN)
Available from: 2017-09-12 Created: 2017-09-12 Last updated: 2019-09-19Bibliographically approved
Schulze, M., Nehler, H., Ottosson, M. & Thollander, P. (2016). Energy management in industry: a systematic review of previous findings and an integrative conceptual framework. Journal of Cleaner Production, 112(5), 3692-3708
Open this publication in new window or tab >>Energy management in industry: a systematic review of previous findings and an integrative conceptual framework
2016 (English)In: Journal of Cleaner Production, ISSN 0959-6526, E-ISSN 1879-1786, Vol. 112, no 5, p. 3692-3708Article, review/survey (Refereed) Published
Abstract [en]

Current research points to a large energy efficiency potential in industry which is still left unexploited. One of the most promising means of reducing energy consumption and related energy costs is implementing an energy management. This paper provides a systematic review of existing academic journal publications on energy management in industry. Five essential key elements of an energy management based on overarching themes are identified within the body of literature (strategy/planning, implementation/operation, controlling, organization and culture) and the specific findings relating to each key element are synthesized. Subsequently a conceptual framework of an energy management is developed which illustrates that a comprehensive approach is necessary in order to effectively exploit the existing energy efficiency potential. Finally implications for further research are described.

Place, publisher, year, edition, pages
Elsevier, 2016
Keywords
Energy management; Energy management system; Conceptual framework; Energy efficiency; Industry; Systematic literature review
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-123416 (URN)10.1016/j.jclepro.2015.06.060 (DOI)000368207500010 ()
Projects
Energy Management in the Swedish Pulp and Paper Industry
Funder
Swedish Energy Agency, P40491-1
Available from: 2015-12-16 Created: 2015-12-16 Last updated: 2017-12-01
Ottosson, M. & Kindström, D. (2016). Exploring Proactive Niche Market Strategies in the Steel Industry: Activities and Implications. Industrial Marketing Management, 55(2016), 119-130
Open this publication in new window or tab >>Exploring Proactive Niche Market Strategies in the Steel Industry: Activities and Implications
2016 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 55, no 2016, p. 119-130Article in journal (Refereed) Published
Abstract [en]

The literature has often proposed a niche market strategy as the means by which producers of commodity-based products (e.g. steel, pulp and paper, and petrochemicals) can counter increasing competition, particularly from low-cost, low-price competitors. That strategy has primarily been viewed as defensive, i.e. the weaker producer builds protective barriers around its product to fend off competition. This paper proposes, on the contrary, that niche marketing can also be used as a proactive, or even aggressive, strategy to enable a firm to outperform competitors in both profitability and growth. The use of a proactive niche market strategy in practice is examined in case studies of three global Swedish steel firms that have achieved above-average profitability over time. We propose, as a result of our analysis, the concept of the proactive niche market strategy as one that employs a mix of five key activities: focusing on the customers' customers; making the effort to become a preferred supplier early in the process; interacting with customers at multiple levels; extending the product offering by adding services; and focusing on the development of “adjacent” products, markets, and applications.

Place, publisher, year, edition, pages
Elsevier, 2016
Keywords
Niche marketing, Proactive niche market strategy, Activities, Steel industry, Case studies
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-128102 (URN)10.1016/j.indmarman.2015.08.003 (DOI)000377317800012 ()
Projects
CustoVal - ”World-class customer value”
Funder
VINNOVA
Note

Funding agencies;The authors are indebted to three anonymous reviewers for insightful comments and to Keith Crosier for his patient and invaluable editing services. Finally, the authors gratefully acknowledge the financial support from the Swedish Governmental Agency for Innovation Systems (Vinnova).

Available from: 2016-05-17 Created: 2016-05-17 Last updated: 2017-05-19
Kindström, D. & Ottosson, M. (2016). Identifying enabling mechanisms for the implementation of market orientation. In: Extending Value Through Product, Service and Platform Innovations: . Paper presented at 2016 CBIM Academic Workshop (Bilbao) June 29, 30 and July 1, 2016 · Bilbao (Spain) (pp. 1-27).
Open this publication in new window or tab >>Identifying enabling mechanisms for the implementation of market orientation
2016 (English)In: Extending Value Through Product, Service and Platform Innovations, 2016, p. 1-27Conference paper, Oral presentation only (Refereed)
Abstract [en]

A focus on market orientation in order to improve firm performance has during the last decades been both well, and widely, accepted as a necessity for remaining competitive. Even though the concept has been the focus of much research, recent studies suggest that practitioners find it difficult to interpret the market orientation concept and, subsequently, find it hard to implement in their organizations. The actual implementation of market orientation is also a relatively unexplored area within marketing. The majority of research around market orientation has instead tended to focus on other issues such as to measure and link performance to the development of the actual concept rather than implementation aspects and processes.This article identifies four enabling mechanisms for the implementation of market orientation. It forwards a framework to advance understanding of the actual implementation and effects of market orientation. The framework – consisting of issues focusing on effects on an internal, a customer, and a market level – aims to increase the understanding of how a successful implementation of market orientation can be achieved.Findings are developed through an in-depth longitudinal case study of a B2B firm implementing market orientation. As such, the findings are well grounded in, and provide insights into, managers’ real challenges, as well as offering opportunities to generate new insights for academia. By studying the market orientation implementation process, four mechanisms that enable the implementation is, among other things, identified; 1) Top management as a change champion, 2) A coordinating ICT platform, 3) The redesign of the offering structure (portfolio), and 4) A multi-layered organizational structure.

Keywords
Market orientation, Implementation, B2B, Mechanisms, Case study
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-140763 (URN)
Conference
2016 CBIM Academic Workshop (Bilbao) June 29, 30 and July 1, 2016 · Bilbao (Spain)
Projects
Custoval
Funder
VINNOVA
Available from: 2017-09-12 Created: 2017-09-12 Last updated: 2017-09-21Bibliographically approved
Kindström, D. & Ottosson, M. (2016). Local and regional energy companies offering energy services: Key activities and implications for the business model. Applied Energy, 171, 491-500
Open this publication in new window or tab >>Local and regional energy companies offering energy services: Key activities and implications for the business model
2016 (English)In: Applied Energy, ISSN 0306-2619, E-ISSN 1872-9118, Vol. 171, p. 491-500Article in journal (Refereed) Published
Abstract [en]

Energy services play a key role in increasing energy efficiency in the industry. The key actors in these services are the local and regional energy companies that are increasingly implementing energy services as part of their market offering and developing service portfolios. Although expectations for energy services have been high, progress has so far been limited, and many companies offering energy services, including energy companies, are experiencing difficulties in implementing energy services and providing them to the market. Overall, this research examines what is needed for local and regional energy companies to successfully implement energy services (and consequently provide them to the market). In doing this, a two-stage process is used: first, we identify key activities for the successful implementation of energy services, and second, we aggregate the findings to the business model level. This research demonstrates that to succeed in implementing energy services, an energy company may need to renew parts or all of its existing product-based business model, formulate a new business model, or develop coexisting multiple business models. By discussing two distinct business model innovation processes, this research demonstrates that there can be different paths to success.

Place, publisher, year, edition, pages
Elsevier, 2016
Keywords
Energy service; ESCo; Activities; Energy efficiency; Business model; Business model innovation
National Category
Business Administration
Identifiers
urn:nbn:se:liu:diva-127223 (URN)10.1016/j.apenergy.2016.03.092 (DOI)000375515500042 ()
Projects
Energitjänster i energibolag – ett ökat värdeskapande med kunden i fokus
Funder
Swedish Energy Agency, 37887-1
Available from: 2016-04-19 Created: 2016-04-19 Last updated: 2017-11-30
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