Innovation in marketing and services in the context of digital transformation

  • Lorea Narvaiza Deusto Business School, Spain
  • Rodrigo Rabetino School of Management, University of Vaasa, Finland
DOI: https://doi.org/10.18543/bee.3440

Author Biographies

Lorea Narvaiza, Deusto Business School, Spain

Professor of marketing and Full Professor of Management at Deusto Business School (University of Deusto). As a university professor, she has more than 30 years of experience teaching doctoral, master's, and undergraduate courses. Her current research activities focus on servitization, digital servitization, marketing, and cooperatives. In this field, she has published in high impact international journals and supervised six doctoral theses. She is also currently the academic coordinator of the ADE+International Management Skills degree program.

Rodrigo Rabetino, School of Management, University of Vaasa, Finland

Professor of Strategic Management and Full Professor at the School of Management at the University of Vaasa, Finland. His current research activities concern servitization and product-service systems, business model innovation, and strategy as practice. As a university lecturer, he has more than 25 years of international experience in doctoral, MBA, master's, and bachelor's degree courses, including courses in countries such as Argentina, Spain, Costa Rica, and Finland. Research-wise, Dr Rabetino has published articles in international impact journals. Moreover, he has served as a guest editor in many outlets, such as the International Journal of Operations & Production Management, the International Journal of Management Reviews, the International Journal of Production Economics, Industrial Marketing Management, Small Business Economics, and the Journal of Cleaner Production.

References

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Published
2026-02-27
How to Cite
Narvaiza, Lorea, and Rodrigo Rabetino. 2026. “Innovation in Marketing and Services in the Context of Digital Transformation”. Bulletin of Economic Studies 80 (236), 19-24. https://doi.org/10.18543/bee.3440.
Issue
Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation
Section
Foreword

Copyright (c) 2025 Deusto Business Alumni

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