Manufacturers increasingly seek new ways to add customer value and differentiate. However, in business markets such efforts often remain relatively unsuccessful, leading to a large number of services offered and higher costs, but with limited corresponding returns. Based on extensive expert...

Purpose – The purpose of this paper is to show how manufacturers evolve when aiming at increasing customer value via the service addition path. More specifically, it aims to identify drivers and inhibitors as well as trajectories to reach “ideal” service addition types....

Volatile environments often force companies to renew their market strategy. In this study, the focus is on the process aspects of a renewal that is characterized by a high degree of ‘muddling through’. This study wants to (1) show the complexity and incremental nature of market strategy...

This paper highlights the usefulness of interpretive methodologies in theorizing over relatively unstructured, dynamic business market strategy issues. It is based on the tenet that interpretive methodologies are appropriate to cope with market strategy formation in dynamic market settings. We...

Purpose – The purpose of this case study is to illustrate the difficulty of capturing value by an upstream supplier in a mature business market. The case shows how successful market introduction and value capturing, especially in the case of mature markets, are dependent on the dominant logic...

This article contributes to the marketing literature by identifying key success factors in industrial service markets. In industrial markets, services are becoming critical for the creation of competitive advantage. However, the marketing of these services has received relatively limited...

Purpose – The purpose of this paper is organizing mindfully for relevant process research on strategic change. This essay arises from an increasing concern that our understanding of strategic change is not delivering meaningful, relevant and true process wisdom that allows researchers to...

Purpose – This paper aims to apply innovation networks (INs) theory to the context of domesticated markets, where innovation triggers deinstitutionalization. In such contexts, the success of INs depends on their capacity to transform the business field in which they are embedded, so that it...

This report examines strategic innovation efforts of companies in an industry displaying traits of maturity. Strategic innovation efforts intend to create superior customer value and competitive advantage. Realizing the full benefits of these efforts necessitates that companies change their view...

Purpose – The purpose of this paper is to establish the importance of good coordination between marketing and sales. It aims to examine the research conducted to date, the area of marketing and sales integration and provide guidance to help integrate these functional areas better in industrial...