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Purpose – The aim of this article is to introduce values linked to Corporate Governance (CG) and Corporate Social Responsibility (CSR) through S-D logic by focusing on how values shape actors’ resource integration, value co-creation and the resulting value-in-context. The focus is on how values enables and constrains the creation of value-in-context and thus a sustainable service business. We also focus on the interdependencies between CG and CSR to describe and analyse how core company values are embedded the company’s social and environmental responsibilities, which are aligned with customers’ and other stakeholders’ values. Methodology/approach – Based on a literature review and interpretations of three comparative case studies of values-based companies (IKEA, H&M and Starbucks), the paper draws together a conceptual analysis of how corporate governance and CSR are of great importance in ‘converting’ values into capabilities and value-creating actions. The present exploratory study undertakes an investigation of the role of CG and CSR as resources in S-D logic. Findings – The results show how the integration of corporate governance, social and environmental responsibility, and the norms and values of a dynamic company culture contribute to resource integration, value co-creation and a deeper understanding of value-in-context. The study also shows that mere recognition of the actors viewed as a social resource integrating other actors. This is to allow full integration of resources in the companies’ value networks, especially in the contemporary globalised world. The paper contributes by showing how values linked to CG and CSR shape actors’ resource integration within service and social systems and thus value co-creation and the resulting value-in-context. Research implications – The notion that a service culture, grounded in company core values based on CG and CSR, drives business development has not been empirically examined in any great detail. There

This study is of an explorative nature based on six Globally Integrated Enterprises - GIEs (Palmisano, 2006), which can be seen as values based service companies (Pruzan, 1998; Edvardsson and Enquist, 2009). These six enterprises are: Ericson, IBM, IKEA, Volvo, Tetra Pack and Unilever. To further understand the methodological approach we look into different business logics. Vargo (2007) use the label transcendence to explain the logic of value creation. Enquist et. al. (2014) have further investigated this concept of transcendence for Business Logics and argue that it is a need not only for one single business logic. There are several business logics such as Exchange logic; Steering logic; Value creation logic; Business interaction logic; Responsibility logic; and Communication logic (Ibid). In this paper, we will, in an explorative way take this a step further and combine these business logics (Enquist et. al., 2014) with values based service thinking (Edvardsson and Enquist, 2009) and look for values based governance driven by SD-Logic for sustainable business in value networks or eco systems. For “evolving service for a complex, resilient, and sustainable world” the paper address interlink between corporate governance, corporate social responsibility and business models based on values based and triple bottom line thinking. Understanding how value is “networked” and “co-created” by “steering and navigating” in specific contextual settings is deemed essential in securing sustainable service business in which social and environmental perspectives and governance issues are embedded (Enquist et. al., 2014).

Despite the popularity and extensive use of engaging users in crowdvoting, very little research has been conducted into the appropriateness of users as substitutes for experts when judging ideas. Accordingly, the purpose of this paper is to investigate the appropriateness of using users as a proxy for professional experts during the initial idea screening of new product/service ideas. In other words, are users' assessments during idea screening conformant with professional experts' assessments and are they reliable as a proxy for experts during idea screening? In a comparative study, two different approaches to outsourcing the screening of wireless ideas to users are examined, including assessment by two different user panels: (1) technically skilled users and (2) technically naïve users. These two approaches were compared with the assessments made by professional experts. The results showed no conformance between users and experts when comparing their absolute scores. However, during a relative comparison (the ranking of ideas), both user panels were conformant with the professional experts. A test of the user panels' ability to select the same top ideas as the professional experts was successful, indicating good conformance between the user panels and the professional experts. This paper's contribution is knowledge of how conformant external users are compared with professional expert judges during idea screening. The results indicate that companies can employ users during the initial screening process using criteria assessment to select the best ideas for further elaboration, something that would significantly reduce the number of ideas. The paper suggests an alternative design to crowdvoting, whereby the users assess the relevant criteria.

Despite the popularity and extensive use of engaging users in crowdvoting, very little research has been conducted into the appropriateness of users as substitutes for experts when judging ideas. Accordingly, the purpose of this paper is to investigate the appropriateness of using users as a proxy for professional experts during the initial idea screening of new product/service ideas. In other words, are users' assessments during idea screening conformant with professional experts' assessments and are they reliable as a proxy for experts during idea screening? In a comparative study, two different approaches to outsourcing the screening of wireless ideas to users are examined, including assessment by two different user panels: (1) technically skilled users and (2) technically naïve users. These two approaches were compared with the assessments made by professional experts. The results showed no conformance between users and experts when comparing their absolute scores. However, during a relative comparison (the ranking of ideas), both user panels were conformant with the professional experts. A test of the user panels' ability to select the same top ideas as the professional experts was successful, indicating good conformance between the user panels and the professional experts. This paper's contribution is knowledge of how conformant external users are compared with professional expert judges during idea screening. The results indicate that companies can employ users during the initial screening process using criteria assessment to select the best ideas for further elaboration, something that would significantly reduce the number of ideas. The paper suggests an alternative design to crowdvoting, whereby the users assess the relevant criteria.

Despite the popularity and extensive use of engaging users in crowdvoting, very little research has been conducted into the appropriateness of users as substitutes for experts when judging ideas. Accordingly, the purpose of this paper is to investigate the appropriateness of using users as a proxy for professional experts during the initial idea screening of new product/service ideas. In other words, are users' assessments during idea screening conformant with professional experts' assessments and are they reliable as a proxy for experts during idea screening? In a comparative study, two different approaches to outsourcing the screening of wireless ideas to users are examined, including assessment by two different user panels: (1) technically skilled users and (2) technically naïve users. These two approaches were compared with the assessments made by professional experts. The results showed no conformance between users and experts when comparing their absolute scores. However, during a relative comparison (the ranking of ideas), both user panels were conformant with the professional experts. A test of the user panels' ability to select the same top ideas as the professional experts was successful, indicating good conformance between the user panels and the professional experts. This paper's contribution is knowledge of how conformant external users are compared with professional expert judges during idea screening. The results indicate that companies can employ users during the initial screening process using criteria assessment to select the best ideas for further elaboration, something that would significantly reduce the number of ideas. The paper suggests an alternative design to crowdvoting, whereby the users assess the relevant criteria.

Despite the popularity and extensive use of engaging users in crowdvoting, very little research has been conducted into the appropriateness of users as substitutes for experts when judging ideas. Accordingly, the purpose of this paper is to investigate the appropriateness of using users as a proxy for professional experts during the initial idea screening of new product/service ideas. In other words, are users' assessments during idea screening conformant with professional experts' assessments and are they reliable as a proxy for experts during idea screening? In a comparative study, two different approaches to outsourcing the screening of wireless ideas to users are examined, including assessment by two different user panels: (1) technically skilled users and (2) technically naïve users. These two approaches were compared with the assessments made by professional experts. The results showed no conformance between users and experts when comparing their absolute scores. However, during a relative comparison (the ranking of ideas), both user panels were conformant with the professional experts. A test of the user panels' ability to select the same top ideas as the professional experts was successful, indicating good conformance between the user panels and the professional experts. This paper's contribution is knowledge of how conformant external users are compared with professional expert judges during idea screening. The results indicate that companies can employ users during the initial screening process using criteria assessment to select the best ideas for further elaboration, something that would significantly reduce the number of ideas. The paper suggests an alternative design to crowdvoting, whereby the users assess the relevant criteria.

Despite the popularity and extensive use of engaging users in crowdvoting, very little research has been conducted into the appropriateness of users as substitutes for experts when judging ideas. Accordingly, the purpose of this paper is to investigate the appropriateness of using users as a proxy for professional experts during the initial idea screening of new product/service ideas. In other words, are users' assessments during idea screening conformant with professional experts' assessments and are they reliable as a proxy for experts during idea screening? In a comparative study, two different approaches to outsourcing the screening of wireless ideas to users are examined, including assessment by two different user panels: (1) technically skilled users and (2) technically naïve users. These two approaches were compared with the assessments made by professional experts. The results showed no conformance between users and experts when comparing their absolute scores. However, during a relative comparison (the ranking of ideas), both user panels were conformant with the professional experts. A test of the user panels' ability to select the same top ideas as the professional experts was successful, indicating good conformance between the user panels and the professional experts. This paper's contribution is knowledge of how conformant external users are compared with professional expert judges during idea screening. The results indicate that companies can employ users during the initial screening process using criteria assessment to select the best ideas for further elaboration, something that would significantly reduce the number of ideas. The paper suggests an alternative design to crowdvoting, whereby the users assess the relevant criteria.

Purpose - The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach - The paper draws on a netnographic study of the online collaborative platform known as Alfisti. com, which carmaker Alfa Romeo launched to enhance co-creation with its most devoted consumers, the "Alfisti". Findings - The findings identify three groups of collaborative practices: interacting, identity and organizing practices. The paper details how firm and brand community members enact the elements procedures, understandings and engagements - of collaborative practices and how the alignment of these enactments impacts value co-creation. Research limitations/implications - The paper suggests that co-creation of value succeeds when the enactment of collaborative practices aligns, i.e. when firm and brand community members enact practices in a similar way, and that co-creation fails when the enactment of practices misaligns. Firms and brand communities use three realignment strategies - compliance, interpretation and orientation to address the misalignment and failure of co-creation. The fact that the research draws on a single qualitative case study is a limitation. Practical implications - Managerial implications include using realignment strategies to manage firm-brand community co-creation. Originality/value - Creating an empirical-based framework regarding successful and failing co-creation and how the latter is addressed in the context of brand community makes the paper original.

The multitude of challenges related to sustainable development require, not only a shift in mind-set but also high competence in most sectors of employment. But how could we know if a university education is going to provide necessary competence in sustainable development? A model being developed to measure university sustainability is the Assessment Instrument of Sustainability in Higher Education (AISHE). Using the logic of self-assessment and based on the Triple Bottom Line this model deals with operations, education, research, interaction with society and core values with a so called identity module. The model makes an operationalization of sustainable development and its structure should be usable for constructing a quick assessment system similar to those of many business excellence models. Finding out the level of university sustainability is clearly not very easy for presumptive students. Furthermore, we can assume that since being sustainable is politically correct there is a risk of "sustainability washing" of information provided. Current university ranking systems do not seem to correspond well with how universities are working with sustainable development. The research question is if the AISHE-model could be converted into a credible quick assessment tool by relying on information provided by the university web-site. For this to work the university needs to have a culture that promotes transparency. With the rapid development of information technology it could be expected that more and more countries will have the conditions for using web-sites for providing the necessary information. Swedish university web-sites are used for testing the model. Sweden has a high level of transparency and is therefore thought to form a suitable example. This paper deals with conceptual development of the assessment model. Further studies will be carried out to validate the model. Results indicate that a structured web-site analysis can be used to quantify information tha

Purpose - The purpose of this paper is to develop a framework for understanding service design and how service design relates to central concepts within service marketing. Design/methodology/approach - For companies, service design is growing in importance and has become a crucial capability to survive in the service-dominant economy. Service design increases the capacity to improve not only service experiences but also organizational design. On this premise, the authors propose a conceptual framework. Findings - By relating service design to research efforts within service marketing, dual value creation can be enhanced. As such, the conceptual framework portrays service design as an enhancer of customer experience and organizational performance. Originality/value - To the authors knowledge, service design has not been discussed in the service marketing literature. Thus, this is the first attempt to see service design in light of well-established service marketing models such as SERVQUAL and an updated version of the Service-profit-chain.

Purpose – The purpose of this thesis is to explore the capability of Swedish regional public transport authorities (RPTAs) to organize public transport so that it stimulates the intended value creation process needed to increase users’ positive experience. Design/methodology/approach – This thesis utilizes an interpretative research approach. Two empirical studies, resulting in two papers have been used in this thesis. Study I consists of a quantitative Kano questionnaire with 930 respondents. Study II comprises a qualitative study with 11 semi-structured interviews. Both studies have been equally necessary to the results of this thesis. Findings – Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such a focus demands a deep organizational knowledge and understanding of customer needs and detailed awareness of how the achievement of various requirements affects customers. This thesis shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is further argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly. In addition, I a, Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such an approach requires not only a deep organizational knowledge of customer needs, but also a detailed knowledge of how the achievement of the various demands affects users and their value creation. This thesis further shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is here argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.

Purpose – The purpose of this thesis is to explore the capability of Swedish regional public transport authorities (RPTAs) to organize public transport so that it stimulates the intended value creation process needed to increase users’ positive experience. Design/methodology/approach – This thesis utilizes an interpretative research approach. Two empirical studies, resulting in two papers have been used in this thesis. Study I consists of a quantitative Kano questionnaire with 930 respondents. Study II comprises a qualitative study with 11 semi-structured interviews. Both studies have been equally necessary to the results of this thesis. Findings – Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such a focus demands a deep organizational knowledge and understanding of customer needs and detailed awareness of how the achievement of various requirements affects customers. This thesis shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is further argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly. In addition, I a, Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such an approach requires not only a deep organizational knowledge of customer needs, but also a detailed knowledge of how the achievement of the various demands affects users and their value creation. This thesis further shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is here argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.

Purpose – The purpose of this thesis is to explore the capability of Swedish regional public transport authorities (RPTAs) to organize public transport so that it stimulates the intended value creation process needed to increase users’ positive experience. Design/methodology/approach – This thesis utilizes an interpretative research approach. Two empirical studies, resulting in two papers have been used in this thesis. Study I consists of a quantitative Kano questionnaire with 930 respondents. Study II comprises a qualitative study with 11 semi-structured interviews. Both studies have been equally necessary to the results of this thesis. Findings – Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such a focus demands a deep organizational knowledge and understanding of customer needs and detailed awareness of how the achievement of various requirements affects customers. This thesis shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is further argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly. In addition, I a, Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such an approach requires not only a deep organizational knowledge of customer needs, but also a detailed knowledge of how the achievement of the various demands affects users and their value creation. This thesis further shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is here argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.

Purpose – The purpose of this thesis is to explore the capability of Swedish regional public transport authorities (RPTAs) to organize public transport so that it stimulates the intended value creation process needed to increase users’ positive experience. Design/methodology/approach – This thesis utilizes an interpretative research approach. Two empirical studies, resulting in two papers have been used in this thesis. Study I consists of a quantitative Kano questionnaire with 930 respondents. Study II comprises a qualitative study with 11 semi-structured interviews. Both studies have been equally necessary to the results of this thesis. Findings – Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such a focus demands a deep organizational knowledge and understanding of customer needs and detailed awareness of how the achievement of various requirements affects customers. This thesis shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is further argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly. In addition, I a, Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such an approach requires not only a deep organizational knowledge of customer needs, but also a detailed knowledge of how the achievement of the various demands affects users and their value creation. This thesis further shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is here argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.

Purpose – The purpose of this thesis is to explore the capability of Swedish regional public transport authorities (RPTAs) to organize public transport so that it stimulates the intended value creation process needed to increase users’ positive experience. Design/methodology/approach – This thesis utilizes an interpretative research approach. Two empirical studies, resulting in two papers have been used in this thesis. Study I consists of a quantitative Kano questionnaire with 930 respondents. Study II comprises a qualitative study with 11 semi-structured interviews. Both studies have been equally necessary to the results of this thesis. Findings – Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such a focus demands a deep organizational knowledge and understanding of customer needs and detailed awareness of how the achievement of various requirements affects customers. This thesis shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is further argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly. In addition, I a, Public transport is one of the few public services with a mandate to attract users, and therefore, this thesis suggests that Swedish public transport organizations must understand how various services in multiple dimensions affect users’ preferences for public transport. With this understanding, public transport organizations can effectively and efficiently allocate resources and increase the appeal of future public transport. Such an approach requires not only a deep organizational knowledge of customer needs, but also a detailed knowledge of how the achievement of the various demands affects users and their value creation. This thesis further shows that organizational structures are based on political comprises rather then the needs to solve coordination challenges and facilitate customers’ value creation. It is here argued that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ capabilities to include and understand public transport users’ needs. This thesis offers insight into how public organizations, such as Swedish public transport authorities, can make decisions in structural design to learn from customer perceptions and adapt organizational policy accordingly.

Purpose - This paper aims to extend understanding of business-to-business relationship dynamics by introducing and discussing the phenomenon of a "negative critical wave" (NCW), defined as a disturbance in a relationship that emerges and develops within or beyond individual working relationships. Design/methodology/approach - The dynamics of working relationships in two manufacturing firms in Finland and Sweden were studied by analysing the narratives of unstructured personal interviews with 16 middle managers and 14 operational executives, who recalled experiences of relevant situations over three years, with emphasis on unexpected disturbances, challenges and problems. Findings - Respondents discussed 77 NCWs, the development and effect of which proved to depend upon the original "locus", "magnitude" and "amplitude", and embedded "energy". Waves could be distinguished as: "silent compact", "silent extensive", "intense compact" or "intense extensive". Research limitations/implications - The wave metaphor for relationships dynamics, consistent with but distinct from established notions of "critical time" and "critical incidents" and the associated classification system are a useful starting point for further research into the phenomenon. Though the qualitative methodology achieved richness, the small sample and restricted scope place limits on the objectivity and generalisability of the findings. Practical implications - The NCW framework offers strategists and managers a holistic understanding of the dynamic process of criticality, synthesising the complexities of relationship dynamics and pointing to ways in which to absorb the energy of negative waves. Originality/value - More is now known about the domino effects of critical incidents in internal and external business-to-business relationships.

Purpose - Despite efforts by researchers and managers to better link marketing activities with business financial outcomes, there is general agreement that by and large chief marketing officers (CMOs) (and marketing in general) have lost strategic decision-making influence within organizations. The purpose of this paper is to understand the causes of this decline and offer recommended solutions to counteract this trend. Design/methodology/approach - In-depth interviews lasting between 40 and 55 minutes were conducted with 25 chief executive officers (CEOs) of service companies located in Western Europe, North America, and Australia. In total, 13 difference countries were represented. Using Emerging Consensus Technique, we identified four main themes, which cause the goals of CEOs and those of CMOs/marketing to diverge. Findings - The primary cause of the decline of strategic influence of CMOs and marketing overall with CEOs is a function of four key issues: first, the role of the CMO (e.g. task overload, focus on tactical issues, "outdated" skill set); second, lack of financial accountability (e.g. the inability to connect marketing efforts to financial returns); third, digital and social media (e.g. a perceived obsession with new technology); and forth, lack of strategic vision and impact (e.g. lost sight of "core" job, use of irrelevant metrics). Practical implications - The findings indicate that CMOs must address the four key issues uncovered for marketing to attain/regain a role in strategic decision making. A proposed roadmap for putting marketing back on the CEOs agenda is presented to guide CMOs.

Purpose – The purpose of this article is to explore how organizational structure and information processes frame the abilities of organizations to reach their objectives. Design/methodology/approach – This paper uses multiple cases to gain a holistic understanding of the role of organizational structure in learning within public organizations. This study comprises 11 semi-structured phone interviews with 11 respondents each representing a Regional public transport authority (RPTA) in Sweden. Findings –This article argues that the organizational structures and personal or impersonal information processing mechanisms in Swedish public transport influence the search for information and subsequent organizational learning influencing the RPTAs’ ability to reach their objectives. Originality/value – Unlike previous studies, this article shows how organizational structures in public organization, such as Swedish public transport, are decided based on political compromises rather the needs to solve coordination problems.