Many manufacturers invest in advanced services and solutions to achieve superior customer value; however, research has only begun to examine capabilities for value-based pricing (VBP) and value-based selling (VBS) in relation to such offerings. This article explores (1) which capabilities firms...

Business Marketing delivers comprehensive coverage of the theory and practice needed to understand today's fast-paced B2B markets and how to act on them. Being able to navigate on contemporary markets and include marketing in firm strategy is becoming a key capability for successful firms

Service innovation is a key source of competitive differentiation across firms and markets. Despite growing attention from practitioners and academics alike, systematic scholarly inquiry into service innovation's diverse theoretical foundations has to date been limited. This article explores...