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This study addresses two important research questions: (1) to examine marketing mix elements relevant to B2B service markets and their relationships to service brand equity through its dimensions and (2) to examine the nature of relationships between brand equity dimensions and brand equity in B2B services context. [ABSTRACT FROM AUTHOR]

Copyright of CISTI (Iberian Conference on Information Systems & Technologies / Conferência Ibérica de Sistemas e Tecnologias de Informação) Proceedings is the property of Conferencia Iberica de Sistemas Tecnologia de Informacao and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Open services innovation is the need of the day in countries where services contribute significantly to the economy. More and more firms are opening up their organisational boundaries enabling a free flow of ideas in and out. Yet whether they follow the path of open innovation, as part of their strategic intent or due to client demands, remains unanswered. Moreover, what is the perception of open services innovation in the Indian information technology services industry (IITSI)? To answer these questions, we followed mixed methods research. We selected 7 large information technology services firms and interviewed 2 executives from each of the firm to assess the present state of open services innovation in the (IITSI) identify the reasons for going for it and then tested it empirically with 130 executives to find out the main reason for adopting the path of open innovation. [ABSTRACT FROM AUTHOR]