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Keywords: Data-driven service innovation
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2026) 43 (4): 762–794.
Published: 22 August 2025
...Umme Hani; Shahriar Akter; P.S. Varsha; Leonidas Efthymiou Purpose Hybrid business offerings in international markets have gained momentum in recent times due to the dramatic growth of service innovations. In this realm, data-driven service innovation (DDSI) transforms marketing dynamics to gain...
Includes: Supplementary data
