Beinert, Markus; Nies, Heiko; Vermehren Schmiedel, Andreas - In: Marketing Review St.Gallen 37 (2020) 1, pp. 56-63
Firms should not only focus on technological issues of the Internet of Things (IoT) for further enhancing the customer experience. They should also deal with implementation issues in their IoT ecosystems. For John Deere, one of the major players in the agricultural equipment industry, dealers...