Purpose Digital servitization concerns how manufacturers utilize digital technologies to
enhance their provision of services. Although digital servitization requires that manufacturers …

Purpose This paper aims to deepen the understanding of the interconnection between
hybrid product–service offerings and firms' internationalization strategies, focusing on …

Purpose This paper aims to deepen the understanding of the service design concept by
critically analyzing the existing servitization literature. The paper's main purpose is to …

This study investigated the role and influence of adaptive e-learning co-design on marketing
performance of higher education institutions and provides recommendations for the …

The main aim of this brief introductory preface is to highlight a few significant strategic
developments that the researched content of this issue has already covered in some length …

Virtual agglomeration of manufacturing has become a new driving force for improving the
green total factor productivity of enterprises, which is of great significance in achieving the …

Purpose In an era marked by artificial intelligence (AI), virtual reality (VR) and augmented
reality (AR), this study presents a research paradigm centered on nurturing fundamental …

Despite the significance of institutions for the business-to-business (B2B) service sector in
both the conventional and digital marketplaces, the impacts of ever-changing conventional …

Purpose This paper has a dual purpose. The first is to provide a thorough analysis of
developments in international marketing in relation to the coronavirus disease 2019 (COVID …

Purpose The purpose of this study is to identify the financial and non-financial factors
contributing to the success of hybrid offerings among Pakistani multinational enterprises …