Developments in digital technology offer new opportunities to design new products and services. However, creating such digitalized products and services often creates new problems and challenges to firms that are trying to innovate. In this essay, we analyze the impact of digitalization of...

Of three main orientations to pricing in industrial markets − cost-based, competition-based and customer value-based − most marketing and pricing scholars consider the latter superior – but few firms use it. The literature is silent about how organizational and behavioral characteristics...