Hybrid Value Creation
Description
This work deals with hybrid value creation, i.e., the process of generating additional value by innovatively combining products (tangible component) and services (intangible component). Vivek K. Velamuri provides a systematic assessment of the state-of-the-art of the field and identifies empirically derived strategies for hybrid value creation. In addition, it helps practitioners to come to grips with understanding the dynamics of hybrid value creation, irrespective of the industry they are in. At the same time directions for future research are identified and provided.
Keywords
Business & EconomicsMarketingResearchAdvertising & Promotion
2013Book
Author(s)Vivek K. Velamuri
PublisherSpringer Fachmedien Wiesbaden
ISBN9783834939609
LanguageEnglish
