... effect of the two most significant dimensions of servitization, i.e. investment in customer relations versus investment in digitalization on entry mode, thus delivering valuable new insights and perspectives, as well as explicit propositions toward empirical testing. Practical implications...

... that integrates the consumer decision‐making process on the web with CRM for the development of a sustainable competitive advantage and superior performance. Finally, we conclude by identifying strategic implications for international marketers. Competitive advantage Customer relations Internet...