This paper aims to investigate the Industry 4.0 technologies adopted in Italy and whether
they are leveraged to pursue specific manufacturing strategies. A survey was conducted …

Value-based pricing has the potential to improve differentiation, profitability, and value
creation for industrial firms and their customers. However, while most of the pricing research …

Despite its importance, positioning has not received due attention in the business-to-
business (B2B) context. Using franchising as the B2B context, this study identifies the …

Purpose This research aims to provide evidence of the impacts of market orientation,
customer value approach (through prestige, value for money and reputation for quality) and …

Within the strategic foresight literature, customer foresight still shows a low capability level.
In practice, especially in business-to-business (B2B) industries, analyzing an entire …

Customer value management has become a key priority in business markets, but many firms
struggle to implement it. While the prior literature has considered this primarily as sales …

Value is a key concept for researchers and practitioners in the fields of strategy, marketing,
and pricing. In the strategy literature, value is closely related to competitive advantage and …

This study investigates how start-up companies can strengthen their argumentation power
and the persuasiveness of their scarce customer references by applying the principles of …

Purpose This research enlarges the debate on the operations management strategies
pursued by manufacturing companies. The purpose of this paper is to focus on issues …

The ability to facilitate superior customer value creation is critical for firms' long-term
success. The topic has been studied extensively in marketing literature, but less …