• When and why do customer solutions pay off in business markets? 

      Worm, Stefan; Bharadwaj, Sundar G.; Ulaga, Wolfgang; Reinartz, Werner J. (Journal article; Peer reviewed, 2017)
      Manufacturers invest in customer solutions to differentiate their offerings and sustain profitability despite declining margins from goods sales. Notwithstanding strong managerial and academic interest, an examination of ...