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Samadilashkariani, S., Ahmed, T., McCullough, A., Durán López, E., Tóth, Z. and Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 (2026) Digitalization strategy in service ecosystems: managing the interplay of tensions and empowerment. Journal of Service Management, 37 (6). pp. 50-77. ISSN 1757-5826 doi: 10.1108/JOSM-03-2025-0151

Schoefer, K., Wäppling, A., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Blut, M. (2025) An investigation of culture’s influence on new technology adoption: the case of mobile payment. International Marketing Review, 42 (2-3). pp. 283-308. ISSN 0265-1335 doi: 10.1108/IMR-09-2023-0223

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, Pitardi, V., Wirtz, J., Jayawardhena, C., Kunz, W. and Paluch, S. (2025) Unintended consequences of service robots – Recent progress and future research directions. Journal of Business Research, 194. 115366. ISSN 0148-2963

Wünderlich, N. V., Blut, M., Brock, C., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, Jensen, M., Paluch, S., Rötzmeier-Keuper, J. and Tóth, Z. (2025) How to use emerging service technologies to enhance customer centricity in business-to-business contexts: a conceptual framework and research agenda. Journal of Business Research, 192. 115284. ISSN 0148-2963

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, Thornton, S. C., Leischnig, A. and Henneberg, S. C. (2025) Capability configurations for successful advanced servitization. International Journal of Operations & Production Management, 45 (2). pp. 329-354. ISSN 1758-6593 doi: 10.1108/IJOPM-03-2023-0226

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, Leischnig, A. and Henneberg, S. C. (2024) Organization architecture configurations for successful servitization. Journal of Service Research, 27 (3). pp. 307-326. ISSN 1552-7379 doi: 10.1177/10946705231180368

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, Pitardi, V. and Sobhy Temerak, M. (2024) When the recipe is more important than the ingredients: Unveiling the complexity of consumer use of voice assistants. Psychology & Marketing, 41 (7). pp. 1489-1501. ISSN 1520-6793 doi: 10.1002/mar.21992

Zhang, Y., Leischnig, A., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Henneberg, S. C. (2021) Dark-side-effect contagion in business relationships. Journal of Business Research, 130. pp. 260-270. ISSN 1873-7978 doi: 10.1016/j.jbusres.2021.03.047