Both developed and developing economies worldwide are becoming increasingly services-driven. By some estimates, the value of business-to-business (B2B) commerce dwarfs that of business-to-consumer (B2C). In particular, firms competing in business markets are constantly seeking to introduce...

As economies in developed and developing countries are increasingly driven by services, the introduction of new services to satisfy customers and improve firm value is becoming a critical issue for managers in both services- and goods-dominant firms. However, prior research on innovation has...

This article discusses how firms strategically allocate their resources between marketing and non-marketing variables, across products, markets, channels, customers and over the product life cycle. It presents resource allocation processes, models and insights with examples drawn from different...