Open UTDAcademic Journal Reviews
10.1177/00222429221149437
ArticleJournal of Marketing

A Theory of Product-Form Strategy: When to Market Know-How, Components, or Systems?

Kellilynn M. Frias ORCID ↗Mrinal GhoshNarayan JanakiramanDale F. DuhanRobert F. Lusch
2023Volume 87 · Issue 5pp. 679-697
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