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Vol. 80 No. 236 (2025): Innovation in marketing and services in the context of digital transformation

DOI: https://doi.org/10.18543/bee802362025

Published: 2026-02-27

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Foreword

Digital transformation and service innovation: a multidisciplinary approach

Iñigo Calvo-Sotomayor, Cristina Iturrioz-Landart

5-11
Transformación digital e innovación de servicios: una visión multidisciplinar

Iñigo Calvo-Sotomayor, Cristina Iturrioz-Landart

13-18
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Innovation in marketing and services in the context of digital transformation

Lorea Narvaiza, Rodrigo Rabetino

19-24
Innovation in marketing and services in the context of digital transformation

Lorea Narvaiza, Rodrigo Rabetino

13-18
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Articles

How to transform organizational routines and capabilities to innovate in digital services? Lessons from the agricultural machinery industry

Leandro Lepratte, María Alejandra Rodriguez, Rafael Blanc

31-59
Aranco’s servitization trajectory: successful adaptations to punctuated equilibria

Bart Kamp

61-82
Moving from product-oriented to platform-oriented business mod

Guilherme Sales Smania, Glauco Henrique de Sousa Mendes

83-107
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The mediating role of knowledge intensive business services in innovation and sales: evidence from Peruvian companies

Jean Pierre Seclen Luna, Jubalt Alvarez Salazar, Chrsitian, Valentina Schmitt

109-126
What effects does digital servitization have on the development of online qualitative research? An exploratoty approach

Lázaro Echegaray Eizaguirre

127-142
Happy with our chatbot? Service innovation, digital marketing performance, and the role of user technological proficiency

Mohammed Salem, Ralf Wagner

143-163
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Luxury fashion and digital loyalty: effective strategies for senior management

Rocío López Muniesa, Eloísa Díaz Garrido

165-183
¿Cómo pueden las organizaciones orientadas a la innovación beneficiarse de la Comunicación Integrada del Marketing?

Janire Gordon Isasi, Lucía Porcu

185-205
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The Revolution of Marketing through Artificial Intelligence Exploring Innovative Cases in an Emerging Market

Iñigo Calvo-Sotomayor

207-225
From transactional to human: how artificial intelligence is redefining relational marketing in service companies in the state of Rio Grande do Sul – Brazil

Marlise Alves Silva, João Capelli

227-243
KIBS rooted as agents of territorial development: a case study

Iñigo Calvo-Sotomayor; Aitziber Larumbe Torrens

245-257
Innovation in marketing and services in a context of digital transformation: Partner Relationship Management (PRM) at Salto Wecosystem

Iñigo Calvo-Sotomayor; Esteban Salegi Arbizu*, Iker Pérez Gastañaga

259-276