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This article can be equally used for discussion in relation to topics covered in Chapter 1 as well as Chapter 10. In Chapter 10 we address the issues associated with product offerings—the article by Neu and Brown enables consideration in the development of ‘service’ (and the challenges associated with this) as a key product component of companies whose offering has traditionally been based on tangible goods:

Neu, W. A., & Brown, S. W. (2005). Forming successful business-to-business services in goods-dominant firms. Journal of Service Research, 8(1), 3–17.

This article can be used in respect of the New Product Development process in this chapter to indicate the value of signalling new product innovation to the market in general and prospective supply chain partners in particular. Such signalling appears to engender new product success:

Schatzel, K., & Calantone, R. (2006). Creating market anticipation: An exploratory examination of the effect of preannouncement behavior on a new product’s launch. Journal of the Academy of Marketing Science, 34(3), 357–366.

This recent article shows that with the advent of the Web, the advice-giving aspects of business-to-business products can extend to peer-to-peer, community support as readily as being provided by the marketer itself:

Bone, S. A., Fombelle, P. W., Ray, K. R., & Lemon, K. N. (2015). How customer participation in B2B peer-to-peer problem-solving communities influences the need for traditional customer service. Journal of Service Research, 18(1), 23–38.