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The journey towards customer centricity and service growth in B2B: a commentary and research directions

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  • Wolfgang Ulaga

    (INSEAD Europe Campus
    Arizona State University)

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  • Wolfgang Ulaga, 2018. "The journey towards customer centricity and service growth in B2B: a commentary and research directions," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 80-83, June.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-018-0119-x
    DOI: 10.1007/s13162-018-0119-x
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    References listed on IDEAS

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    1. Bernard J. Jaworski, 2018. "Reflections on the Journey to be Customer-Oriented and Solutions-Led," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 75-79, June.
    2. Wolfgang Ulaga & Werner Reinartz, 2011. "Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully," Post-Print hal-00642039, HAL.
    3. Stefan Worm & Sundar G. Bharadwaj & Wolfgang Ulaga & Werner J. Reinartz, 2017. "When and why do customer solutions pay off in business markets?," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 490-512, July.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    2. Eggert, Andreas & Ulaga, Wolfgang & Gehring, Anna, 2020. "Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 121-132.
    3. Leyland Pitt & Sarah Lord Ferguson & Pierre Berthon, 2018. "The transition from products to connected health: observations and avenues for future research," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 233-239, December.
    4. Bernard J. Jaworski, 2018. "Introducing the Theory + Practice section," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 1-4, June.
    5. Gabor Hetenyi & Magdolna Szilasi & Attila Lengyel, 2019. "PLS Modelling of Factors Aff ecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 227-247.
    6. Gounaris, Spiros & Almoraish, Ahmed, 2024. "A dynamic, relational approach to B2B customer experience: A customer-centric perspective from a longitudinal investigation," Journal of Business Research, Elsevier, vol. 177(C).
    7. Prior, Daniel D. & Keränen, Joona, 2020. "Revisiting contemporary issues in B2B marketing: It's not just about artificial intelligence," Australasian marketing journal, Elsevier, vol. 28(2), pages 83-89.

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