Pre-Conference Workshop 2

Ahead of the main program on June 29th, Frontiers in Service 2026 will host pre-conference workshops. Workshop 2, How to Make Theoretical Contributions in Service Research.

Developing meaningful theoretical contributions is essential for publishing in leading service research journals. This interactive workshop provides structured guidance on how to craft conceptual and theory‑developing papers that meet this expectation. Participants will explore what constitutes a theoretical contribution, the different forms such contributions can take, and established approaches for theory development. 

The workshop draws on influential “how-to” publications to offer practical frameworks for theorizing as well as for positioning, problem formulation, and contribution framing. Through these tools, attendees will gain deeper insight into how to build a compelling storyline that clearly communicates a paper’s theoretical contribution. 

This workshop is intended for scholars at all career stages who wish to enhance their ability to develop and articulate theoretical contributions within the service research domain.

Program

13:00–13:15 Introduction 

13:15–14:00 Theory Development and Types of Theoretical Contributions 

14:00–14:45 Storyline Building Blocks for Theory-Developing Papers 

14:45–15:00 Break 

15:00–15:45 Panel: Contributing to Service Theorizing — Editor Insights 

Editors participating in the panel include: 

• Elina Jaakkola, Co-Editor, Journal of Service Research 
• Linda Alkire, Co-Editor-in-Chief, Journal of Service Management 
• Mark Rosenbaum, Senior Co-Editor, Journal of Services Marketing 
• Suvi Nenonen, Co-Editor-in-Chief, Industrial Marketing Management 

15:45–16:00 Reflections and Closing 

Preparation 

Participants are asked to read the following articles prior to the workshop and bring the introduction section of a paper they are currently developing: 

• Jaakkola, E. (2020). Designing conceptual articles: Four approaches. AMS Review, 10(1–2), 18–26. 

• Koskela-Huotari, K. (2024). How to craft a compelling storyline for a conceptual paper. AMS Review, 14(3-4), 174–181. 

Workshop Chair 

Kaisa Koskela-Huotari, Associate Professor, Stockholm School of Economics 

Kaisa is a theory enthusiast who enjoys applying insights from systems thinking, service-dominant logic, and institutional theory to better understand phenomena such as value creation, innovation, service design, market strategies, and sustainability. Methodologically, her expertise lies in conceptual, qualitative, and abductive approaches. Her work has been published in the Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research, Journal of Service Management, and Journal of Strategic Marketing, among others. Kaisa also serves as Associate Editor of the Journal of Service Management and AMS Review, and is a member of the editorial review boards for the Journal of Service Research and Journal of Business Research.