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Keywords: Product-centric firms
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Journal Articles
Journal of Business & Industrial Marketing (2014) 29 (2): 96–111.
Published: 28 January 2014
... product-centric firms should develop and deploy to pursue service innovation. Design/methodology/approach – Data collected from several research projects support iterations across empirical data and theory, in an abductive process. Empirical data come from product-centric firms; interviews and focus...
