Service innovation, renewal, and adoption/rejection in dynamic global contexts

Drew Martin, Anders Gustafsson, Sunmee Choi

Research output: Contribution to journalEditorial

18 Citations (Scopus)

Abstract

This Journal of Business Research special section includes 7 articles selected from papers presented during the 2014 Global Marketing Conference held July 15-18, 2014. The Conference's theme was "Bridging Asia and the World: Globalization of Marketing and Management Theory and Practice." This special edition introduces current topics concerning researchers and practitioners about service innovation, renewal, and adoption/rejection research. Following the conference's theme, this special edition emphasizes the need for educators and business leaders to make sense, plan, and interpret outcomes accurately of implementing service innovations in dynamic global contexts.

Original languageEnglish
Pages (from-to)2397-2400
Number of pages4
JournalJournal of Business Research
Volume69
Issue number7
DOIs
Publication statusPublished - 2016 Jul 1

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All Science Journal Classification (ASJC) codes

  • Marketing

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