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Servitization strategies from customers’ perspective: the moderating role of co-creation (2018)
Journal Article
Ruiz-Alba, J. L., Soares, A., Rodríguez-Molina, M. A., & Frías-Jamilena, D. M. (2019). Servitization strategies from customers’ perspective: the moderating role of co-creation. Journal of Business and Industrial Marketing, 34(3), 628-642. https://doi.org/10.1108/JBIM-02-2017-0028

© 2018, Emerald Publishing Limited. Purpose: This paper aims to investigate the moderating role of co-creation in the implementation of servitization strategies in the pharmaceutical industry in a business-to-business (B-to-B) context. More specifica... Read More about Servitization strategies from customers’ perspective: the moderating role of co-creation.


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