Wang, Qiang; Oshri, Ilan; Zhao, Xiande - In: European Journal of Marketing 56 (2021) 1, pp. 184-208
Purpose: This study aims to examine value cocreation in terms of interfirm collaborations between service firms, their business customers and business partners at different stages of a new service development (NSD) process. Design/methodology/approach: The study develops and tests hypotheses...