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Keywords: Hybrid offering
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Journal Articles
Customer-centric offer design: Meeting expectations for a wine bar and shop and the relevance of hybrid offering components
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International Journal of Wine Business Research (2019) 31 (1): 109–127.
Published: 26 February 2019
... geographical regions, but replicating the study in different contexts can add to the comparability of the results on the level of Germany, but also internationally. The empirical evidence for superior customer value of hybrid offerings and integrating services into product-centric offer design is of paramount...
