Kindström, Daniel; Kowalkowski, Christian; Nordin, Fredrik - In: Journal of Business & Industrial Marketing 27 (2012) 7, pp. 538-546
Purpose – The purpose of this paper is to explore strategies for visualizing the value of service‐based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at...