Wolfgang Ulaga
Wolfgang Ulaga
Senior Affiliate Professor of Marketing, INSEAD, France.
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Customer perceived value: a substitute for satisfaction in business markets?
A Eggert, W Ulaga
Journal of Business & industrial marketing, 2002
Value-based differentiation in business relationships: Gaining and sustaining key supplier status
W Ulaga, A Eggert
Journal of marketing 70 (1), 119-136, 2006
Hybrid offerings: how manufacturing firms combine goods and services successfully
W Ulaga, WJ Reinartz
Journal of marketing 75 (6), 5-23, 2011
Relationship value and relationship quality: Broadening the nomological network of business‐to‐business relationships
W Ulaga, A Eggert
European Journal of marketing, 2006
Capturing value creation in business relationships: A customer perspective
W Ulaga
Industrial marketing management 32 (8), 677-693, 2003
Measuring customer-perceived value in business markets: a prerequisite for marketing strategy development and implementation
W Ulaga, S Chacour
Industrial marketing management 30 (6), 525-540, 2001
Value creation in the relationship life cycle: A quasi-longitudinal analysis
A Eggert, W Ulaga, F Schultz
Industrial Marketing Management 35 (1), 20-27, 2006
Relationship value in business markets: the construct and its dimensions
W Ulaga, A Eggert
Journal of Business-to-business Marketing 12 (1), 73-99, 2005
Customer value in business markets: an agenda for inquiry
W Ulaga
Industrial Marketing Management 30 (4), 315-319, 2001
How to sell services more profitably.
W Reinartz, W Ulaga
Harvard business review 86 (5), 90-6, 129, 2008
The transition from product to service in business markets: An agenda for academic inquiry
F Jacob, W Ulaga
Industrial marketing management 37 (3), 247-253, 2008
‘It's almost like taking the sales out of selling’—Towards a conceptualization of value-based selling in business markets
H Terho, A Haas, A Eggert, W Ulaga
Industrial Marketing Management 41 (1), 174-185, 2012
Revenue and profit implications of industrial service strategies
A Eggert, J Hogreve, W Ulaga, E Muenkhoff
Journal of Service Research 17 (1), 23-39, 2014
Transitioning from product to service-led growth in manufacturing firms: Emergent challenges in selecting and managing the industrial sales force
W Ulaga, JM Loveland
Industrial Marketing Management 43 (1), 113-125, 2014
Industrial services, product innovations, and firm profitability: A multiple-group latent growth curve analysis
A Eggert, J Hogreve, W Ulaga, E Muenkhoff
Industrial Marketing Management 40 (5), 661-670, 2011
Conceptualizing and communicating value in business markets: From value in exchange to value in use
A Eggert, W Ulaga, P Frow, A Payne
Industrial Marketing Management 69, 80-90, 2018
How sales strategy translates into performance: The role of salesperson customer orientation and value-based selling
H Terho, A Eggert, A Haas, W Ulaga
Industrial marketing management 45, 12-21, 2015
A theories-in-use approach to building marketing theory
VA Zeithaml, BJ Jaworski, AK Kohli, KR Tuli, W Ulaga, G Zaltman
Journal of Marketing 84 (1), 32-51, 2020
Service strategy in action: A practical guide for growing your B2B service and solution business
C Kowalkowski, W Ulaga
Service Strategy Press, 2017
When and why do customer solutions pay off in business markets?
S Worm, SG Bharadwaj, W Ulaga, WJ Reinartz
Journal of the Academy of Marketing Science 45 (4), 490-512, 2017
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