- The Oxford Handbook of Professional Service Firms
- List of Figures
- List of Tables
- List of Contributors
- Researching Professional Service Firms: An Introduction and Overview
- Theoretical Perspectives on the Professions
- Dynamics of Regulation of Professional Service Firms: National and Transnational Developments
- Internationalization of Professional Service Firms: Drivers, Forms, and Outcomes
- Organizations and Occupations: Towards Hybrid Professionalism in Professional Service Firms?
- Professional Ethics: Origins, Applications, and Developments
- Sources of Homogeneity and Heterogeneity across Professional Services
- Leadership and Professionals: Multiple Manifestations of Influence in Professional Service Firms
- Governance in Professional Service Firms: From Structural and Cultural to Legal Normative Views
- Strategy and Strategic Alignment in Professional Service Firms
- Service Innovation in Professional Service Firms: A Review and Future Research Directions
- Entrepreneurship and Professional Service Firms
- Marketing and Reputation within Professional Service Firms
- Client Relationships in Professional Service Firms
- Outsourcing and Offshoring of Professional Services
- Interplay of Professional, Bureaucratic, and Entrepreneurial Career Forms in Professional Service Firms
- Teamwork and Collaboration in Professional Service Firms: Evolution, Challenges, and Opportunities
- Professional Service Firms and Identity
- Knowledge and Learning in Professional Service Firms
- Diversity and Inclusion in Professional Service Firms
- Strategic Human Resource Management and Performance Management in Professional Service Firms
Abstract and Keywords
This chapter reviews the research on marketing and reputation relevant to Professional Service Firms (PSFs). Although there has been relatively little research to date which explores both fields concurrently, the authors organize the material by problematizing the issue of marketing within PSFs. They introduce and provide a conceptual model of reputation that explores its antecedents, such as service quality, social networks, and rankings as well as consequences such as sales effectiveness, premium pricing, and client loyalty within PSFs. Reputation has often been conflated with other related terms such as identity and image and the authors provide some clarification on defining and measuring reputation. The chapter explores this and other problems inherent within the application of reputation to marketing principles and practice to PSFs as well as hints at solutions. Finally, the authors identify a future research agenda for both marketing and reputation.
Vincent Wayne Mitchell is the Sir John E Cohen Professor Consumer of Marketing Cass Business School, City University London. His did his PhD in Professional Services Marketing and he has published over 200 academic and practitioner papers in journals such as Harvard Business Review, Journal of Consumer Psychology, Journal of Economic Psychology, Journal of Business Ethics, British Journal of Management and has won 8 Best Paper Awards. He sits on the Editorial Boards of six international journals as well as being Head of the Marketing group at Cass. He has undertaken work for numerous organisations and received research funding and support from; the DTI, Cooperative Bank, British Brandowners Group, Coca Cola, Boots, KPMG. His book called Real People, Real Decisions won Financial Times/Pearson Prentice Hall Higher Education Book of the Year Award. He is a Member of the Centre for Professional Service Firms at Cass Business School.
William S. Harvey is a Lecturer in Work and Organizational Studies at the University of Sydney Business School and an Associate Fellow at the Centre for Corporate Reputation, University of Oxford. His current work focuses on the multiple dimensions of reputation within professional service firms. His other research analyses the mobility and economic impact of highly skilled migrants as well as the methodological challenges of interviewing business elites. William's research has been published in journals such as Work and Occupations, global Networks, and Population, Space and Place.
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