Research @ HEC Liège

Research @ HEC Liège

Marketing & Service Innovation



Marketing and Service Innovation researchers have published several articles in reputable journals this year.
We share here the highlight of our publications. 


Proposing a framework for an open banking strategy

Open banking is continuosly impacted by factors such as regulation, market, and digital technology. Based on a survey among various experts in the Belgian financial sector, Willem Standaert, and his co-authors  Dr. Steve Muylle and Dr. Bjorn Cumps (Vlerick Business School) came up with a framework that maps out the strategic dimensions of open banking and helps market participants to set a strategic course. The dimensions of the framework (service scope, customer journey, ecosystem, datascape, geographical scope) can be applied for digital innovations in other service contexts as well. Published on the Journal of Digital Banking, the article is also available via ORBI.

Reviewing the literature in service research for the past twenty-seven years

Cécile Delcourt and her co-authors, O. Furrer J. Kerguignas (University of Fribourg, Switzerland), and D. Gremler (Bowling Green State University, USA) aim to examine the evolution of “service research” over the past 27 years by the help of an analysis of 3,177 articles published in top-tier academic service and marketing journals between 1993 and 2019. The authors rely on the Boston Consulting Group matrix to classify research themes according to a growth-share matrix to identify themes that are stars, cash cows, pets, or question marks. By doing so, the authors have identified the most promising topics by elaborating a research agenda for future research. The article has been published on the Journal of Services Marketing and is also available via ORBI.

When technologies generate new practices in consumer online-ecosystems

Laurence Dessart and her co-authors, A. Morgan-Thomas and C. Velotsou (University of Glasgow) have just published their paper “Digital ecosystem and consumer engagement: A socio-technical perspective”. The authors propose that online consumer engagement develops in ecosystems, which consist of technology (platforms, haptics and devices) and non-technology actors (brands, consumers and brand communities). The paper shows that technologies do not mediate engagement but generate new kinds of practices, called “uncovering”, “appropriating”, and “cultivating”. The article is available via ORBI. This will be Laurence’s second publication on the Journal of Business Research. The first paper was “How stories generate consumer engagement: An exploratory study” which can be read here.

Other news

The Marketing and Service Innovation team participated in a joint event with the RTWH Aachen University Research Center “TIME” where they shared on ongoing research projects and future collaborations between the two institutions.



The two teams in downtown Aachen