..., whereas price strengthens this relationship. The study adds to the international industrial management and marketing literature, providing evidence that contingency factors such as international marketing mix adaptation/standardization strategies moderate the servitization–profitability relationship...

... in B2B settings, as one of several key service touchpoints – together with firm expertise, service reliability and excellence – driving robust relationships, profitability and cross-buying. Firm-initiated contacts and tangible touchpoints are proven to be ineffective – even damaging in some instances...

... This study aims to investigate the determinants of own-branding strategy and whether branding contributes to higher profitability among industrial firms. Building a strong brand can be a source of competitive advantage. However, brands may not be equally important to all firms, especially in the business...