Many firms introduce both business-to-business service innovations (B2B-SIs) and business-
to-consumer service innovations (B2C-SIs) and need to better allocate their resources …

Abstract The global Subscription Economy has grown tremendously in recent years.
Subscription offers are today increasingly regarded as a strategic imperative in many …

While digitalization offers numerous new possibilities for value creation, managers have to
overcome a number of threats and obstacles that it harbors. In this context, the concept of …

Choice-based conjoint (CBC) analysis features prominently in market research to predict
consumer purchases. This study focuses on two principles that seek to enhance CBC …

Purpose While consumer–brand relationships bring to mind commonalities such as shared
interests and values, the way consumers construe information can differ depending on the …

Technological substitution (TS) requires firms to employ corporate development activities
(CDAs) to survive. However, how firms employ CDAs is constrained by their financial market …

Recent literature has identified consumers' fairness and image concerns as the primary
drivers of payments under pay-what-you-want (PWYW) pricing. Consequently, managers …

It has been widely assumed that increases in customer satisfaction have continuous
financial benefits for firms. However, recent meta-analysis results and anecdotal evidence …

Previous research has suggested that the general public is divided over their willingness to
consider consuming cultured meat (CM) products. As commercial backing for cultured meat …

Customer journey design (CJD) has garnered significant attention among scholars and
practitioners due to the proliferation of digital products and platform technologies which …