This study was conducted to propose dan test a conceptual model for solving a research gap on the influence of customer orientation on marketing performance through a strategic bridge variable, service innovation capability, and consumer-centric strategy. We adopt the service-dominant logic as a...

Many companies try to adopt a service-oriented perspective when developing new offerings by posing the question of how the creation of value jointly with customers can be improved. This requires a holistic view of customers beyond retrospective methods such as surveys. Observations of everyday...