By means of an experimental design, we investigate the moderating effect of humor on the interplay between process and outcome in terms of customer evaluations of the electronic service encounter. We conclude that a favorable process mitigates an unfavorable outcome in terms of enjoyment,...

Although firms increasingly invest in systems (e.g. ISO, knowledge centres, IT systems) for utilizing stored knowledge and acquiring market information during new product development, few manage to benefit from these investments. To explore this issue, we suggest that firms rely on two distinct...