The emergence of various approaches in relationship marketing has transformed business
marketing practices in managing strategic clients. In this direction, firms have embraced Key …

In many academic disciplines, including psychology, sociology, and management studies,
there is broad interest in gender issues. But does this hold true for the literature on key …

Since the value co-creation (VCC) concept was introduced as an alternative to the traditional
value creation model, VCC has been studied in various contexts. The literature has mostly …

Purpose Co-creating with value network partners (VNPs) in the tourism industry has become
essential for delivering improved service quality and enhancing consumer experience. This …

Purpose The purpose of this study is to examine the role of interaction in supporting value co-
creation during pre-purchase customer journey stages when selling professional B-to-B …

Corporate Foresight (CF) suggests a strategic capability that enables organisations to
anticipate emerging market trends, customer needs, and competitive dynamics, providing a …

Purpose In the era of digital disruption and customer loyalty loss, it has become even more
important to shape the experience journey of a firm's stakeholders. The benefits of …

Purpose This study aims to offer novel insights on how industrial marketing might contribute
to bringing innovations to market in the peculiar case of health care. This study aims at …

Las empresas requieren el desarrollo de prácticas de Responsabilidad Social Empresarial-
RSE que sean un medio de relación con sus grupos de interés y que evidencien cómo …

The foundation of this study is the findings from implementing co-creation and competitive
strategies to increase the operation efficiency of wholesale service companies of Information …