Titlebook: Hybrid Value Creation; Vivek K. Velamuri Book 2013 Springer Fachmedien Wiesbaden 2013

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Reflection and Research Directionsd value creation. Four value creating attributes have been identified from literature and their contribution for the different clusters of hybrid value creation has been empirically derived. As a result, this study suggests a two-step strategy to increase the success of hybrid offerings. When implementing hybrid value creation:

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Case AnalysisIn the following, the role and impact of the value creating attributes – individualization, marketing-integration, operational-integration, and firm– customer interaction – for each of the four identified case clusters is described in detail.

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