Call for papers: Business hybrid offerings: International challenges, entry modes and product-adaptation processes
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AuthorLiu, Yipeng; Vrontis, Demetris; Bustinza Sánchez, Óscar Fernando; Vendrell-Herrero, Ferran; Cooper, Cary L.
International Marketing Review
ServitizationProduct-service innovationBusiness hybrid offerings
Grounded in the Journal’s remit of advancing international marketing theory, this special issue seeks to understand the challenges to internationalizing hybrid business offerings, entry modes and collaborative agreements for successful introduction of business hybrid offerings, and international new product development and adaptation in international markets. Accordingly, the special issue welcomes exploratory and blue-sky conceptual studies that break new ground on the topic, as well as critical literature reviews, exploitative testing of more conventional ideas, and models that develop measures of previously unmeasured constructs appearing in purely descriptive studies.