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Keywords: New service development
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Journal Articles
Journal:
International Marketing Review
International Marketing Review 1–35.
Published: 07 January 2026
... remained conceptually fragmented and methodologically diverse (Carlini et al., 2025 ; Field et al., 2021 ; Vargo et al., 2023), reflecting its interdisciplinary roots in operations management, new service development and design theory (Mariani and Borghi, 2024 ; Pöyry et...
Includes: Supplementary data
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2022) 39 (5): 1226–1251.
Published: 03 October 2022
.... Further, the authors offer a thematic and temporal overview of the content of existing studies. Drawing upon the abovementioned, the authors suggest some promising avenues for future research. Emerging markets New service development Subsistence marketplaces Bottom-of-the-Pyramid Service launch...
