Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this...

COVID-19 is not just a public health crisis. Its economic fallout is tremendous and still unknown. During and post-COVID, the business will not be as usual. Disaster and recovery management literature provides for ways of working through a crisis including recovery and preparedness. This article...

Manufacturers invest in customer solutions to differentiate their offerings and sustain profitability despite declining margins from goods sales. Notwithstanding strong managerial and academic interest, an examination of whether and explanations for when and why solutions translate into superior...