Adopting a service business logic in relational business-to-business marketing: Value creation, interaction and joint value co-creation

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publicationProceedings from Otago Forum 2: The Service-Dominant Logic of Marketing - From Porpositions to Practice
EditorsDavid Ballantyne, Robert Aitken, John Williams
Number of pages25
Place of PublicationDunedin, New Zealand
Publication date2008
Publication statusPublished - 2008
MoE publication typeA4 Article in conference proceedings

Cite this

Grönroos, C. (2008). Adopting a service business logic in relational business-to-business marketing: Value creation, interaction and joint value co-creation. In D. Ballantyne, R. Aitken, & J. Williams (Eds.), Proceedings from Otago Forum 2: The Service-Dominant Logic of Marketing - From Porpositions to Practice