Current views on value creation emphasize the role of the customer, mutual investments, and value co-creation. Nevertheless, at present the customer-focused research concentrates on value expectations and value experiences as outcomes but disregards the analysis of potential value that is...

In this study, an organization means an active actor that can, at least to some extent, adapt to the environment, mainly within the limits of its resources and capabilities. The article enhances understanding of and explains organizational adaptive behavior in weathering the storm in the...

This study provides a complementary perspective to conventional rational models of organizational buying behavior (OBB) by applying Lindblom's (1959, 1979) notions of muddling through and disjointed incrementalism to OBB. In doing so, the study develops a novel practice–theory framework of the...