Gupta, Samir; Polonsky, Michael - In: Journal of Business & Industrial Marketing 36 (2020) 3, pp. 535-551
Purpose: This study aims to explore how the co-created value arising from integrated solutions results in both, intended and spill-over effects. Design/methodology/approach: The research uses a qualitative multi-level field study, with data from 12 respondents in 1 supplier firm and 29...