Browsing BI Open by Author "Reinartz, Werner J."
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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 ...