Lopez-Nicolas, Carolina; Nikou, Shahrokh; … - In: Journal of Business & Industrial Marketing 35 (2020) 7, pp. 1205-1219
Purpose: By drawing on various theoretical approaches and a gender perspective, this paper aims to examine business model (BM) experimentation as a step towards BM experimentation capabilities as an outcome and, as such, a key antecedent to firm performance. Design/methodology/approach: In this...