All Stories

  1. Customer Inspiration: Conceptualization, Scale Development, and Validation

    Article • Journal of Marketing, November 2017, American Marketing Association (AMA)

    Heiner Evanschitzky

  2. The Relative Advantage of Marketing over Technological Capabilities in Influencing New Product Performance: The Moderating Role of Country Institutions

    Article • Journal of International Marketing, March 2016, SAGE Publications

    Heiner Evanschitzky