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Keywords: Mixed-method approach
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Journal Articles
Digital technology usage as a driver of servitization paths in manufacturing industries
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (3): 834–857.
Published: 10 October 2022
... of digital technology usage for both value-creating paths and explores their financial and relational performance outcomes. Design/methodology/approach The authors use a mixed-method approach, combining a qualitative study with a cross-sectional survey in the USA, the UK and Germany. Findings...
