Firms wanting to move towards solution business models increasingly focus on their customers' value-in-use, and often end up redefining their market around what the solution makes possible for the customer. However, all customers do not accept a value-in-use based approach. Hence, a key...

Why are we doing academic research about business-to-business marketing? This is the fundamental question that all of us who are scholars of business and related fields should ask ourselves. To me, it is obvious that we conduct research to help managers do a better job - perhaps not immediately...