Muhammad Sabbir Rahman; Hussain, Bashir; Hussain, Mehdi; … - In: Journal of Contemporary Marketing Science 3 (2020) 3, pp. 303-331
Purpose: The aim of this research is to examine the key determinants influencing the success of new service development projects (NSDPs) across four service typologies context. Design/methodology/approach: The researchers used the scenario-based survey method in an NSDP setting. Structural...
