Industry 4.0 is dramatically affecting firms' strategies. In particular, technologies like the
Internet of Things (IoT) are offering firms the possibility to manage product functions …

Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

This article explores how salespeople in business markets communicate customer value
propositions (CVPs) to the different actors involved in organizational purchase decisions. As …

Because research on outcome-based service offerings (OBS) is very case study oriented,
we lack empirical knowledge of OBS provider profitability in general. Drawing upon an …

Outcome business models (OBMs) guarantee and deliver economic and operational results
for customers. The risk transfer from customer to provider enables the emergence of new …

Advanced services necessitate redistribution of activities and new value co-creation
processes and configurations, which are negotiated through interactions between …

This study explores digital natives' consumption of snack contents, which are short-form
digital contents that reflects on the emerging trend of snack culture, referring to the …

Outcome-based contracts (OBC) in information technology outsourcing have attracted much
attention, but literature is relatively scarce on this topic. Though firm theories prefer hierarchy …

Despite municipal investments in multimodal mobility infrastructure, monomodal automotive
travel patterns still dominate work-related mobility. As policymakers aim to reduce …

Many manufacturers now have established service businesses to support the use of their
products (created through servitization) and are now facing new pressures of sustainability …