Servitization and firm performance
(2017)
Presentation / Conference
Ruizalba, J., Soares, A., Rodriguez-Molina, M., & Gounaris, S. (2017, May). Servitization and firm performance. Poster presented at European Marketing Academy (EMAC) 2017, Faculty of Economics and Business, University of Groningen, Netherlands
This paper explores the implementation of servitization from the viewpoint of servitized firms in the Spanish pharmaceutical industry. A quantitative research strategy was used to investigate the: (1) servitization motives (quest for profitability, c... Read More about Servitization and firm performance.