Purpose: An abundance of literature suggests that organisations adopting a cooperative approach achieve greater rewards than those that act in opposition or isolation. An emerging body of work also highlights the multiple actors involved in servitization. Despite this, in some contexts the...

In the first decade of the 21st century we can now look back and reflect on how perceptions of and research into industrial markets (or should we call them B2B markets?) have changed and developed. In this e-book of the European Journal of Marketing, we attempt, through our selection of papers,...