Huth, Frederik; Henkel, Sven - In: Marketing Review St. Gallen : die neue … 43 (2026) 2, pp. 38-46
On-Demand Product Features (ODPFs) are increasingly present in car rental fleets, bearing the potential to generate new revenue streams and enhance the customer experience. Yet, their potential remains largely untapped due to major unresolved challenges, such as IT integration. By implementing...