Purpose - Purpose of this contribution is to develop the notion of A2A relationships in service contexts (Gummesson, 2008; Gummesson and Polese, 2009; Vargo and Lusch, 2011) valorizing systems theories contributions. Recent service research advances highlight how much value co-creation processes are...

ICT provides opportunities for more convenient, more responsive and highly customized information services to business customers as they contact their providers regarding service issues and contract arrangements. This study looks at how ICT-enabled process innovations achieve customer retention...

Academic research and business practice offer multiple strategies to increase perceived value and avoid competing on price. We develop a conceptualization of the strategic choices for building brand value in business-to-business (B2B) markets. This includes the decision regarding the source of...

This essay consists of a review of three books on Brand Management. The books are reviewed with the purpose of arriving at an approach for b2b branding. The three authors Travis, Davis and Aaker show different approaches to branding. Travis is anecdotal, Aaker is conceptual and Davis adopts a...