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2026

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

2025

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 1873-7978 doi: 10.1016/j.jbusres.2025.115366

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 1873-7978 doi: 10.1016/j.jbusres.2025.115284

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

2024

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

2021

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

2020

Siahtiri, V., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and O'Cass, A. (2020) Unlocking solution provision competence in knowledge-intensive business service firms. Industrial Marketing Management, 87. pp. 117-127. ISSN 0019-8501 doi: 10.1016/j.indmarman.2020.02.010

Blut, M., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Schoefer, K. (2020) The dark side of customer participation: when customer participation in service co-development leads to role stress. Journal of Service Research, 23 (2). ISSN 1552-7379 doi: 10.1177/1094670519894643

2019

Schoefer, K., Wäppling, A., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Blut, M. (2019) The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences. Journal of Retailing and Consumer Services, 48. pp. 247-256. ISSN 1873-1384 doi: 10.1016/j.jretconser.2019.02.009

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Siahtiri, V. (2019) Driving service innovativeness via collaboration with customers and suppliers: Evidence from business-to-business services. Industrial Marketing Management, 78. pp. 6-16. ISSN 1873-2062 doi: 10.1016/j.indmarman.2017.09.008

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, Henneberg, S. C., Richter, A. and Harste, R. (2019) Differential importance of social and economic determinants of relationship performance in professional services. Industrial Marketing Management, 76. pp. 23-35. ISSN 1873-2062 doi: 10.1016/j.indmarman.2018.07.009

Bahreini, M. A., Mobini Dehkordi, A., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Meigounpoory, M. R. (2019) The evolution of business relationships between technology-intensive new ventures and incumbents during the new product development process. International Journal of Innovation Management, 23 (6). 1950052. ISSN 1757-5877 doi: 10.1142/S136391961950052X

2017

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, O'Cass, A. and Sok, P. (2017) Identifying the resource conditions that maximize the relationship between ambidexterity and new product performance. Journal of Business & Industrial Marketing, 32 (8). pp. 1038-1050. ISSN 2052-1189 doi: 10.1108/JBIM-08-2016-0191

2016

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and O'Cass, A. (2016) Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy. Asia Pacific Journal of Management, 33. pp. 411-433. ISSN 1572-9958 doi: 10.1007/s10490-015-9437-9

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, O'Cass, A., Schoefer, K. and Siahtiri, V. (2016) Do professional service firms benefit from customer and supplier collaborations in competitive, turbulent environments? Industrial Marketing Management, 55. pp. 50-58. ISSN 1873-2062 doi: 10.1016/j.indmarman.2016.02.011

2015

O'Cass, A. and Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 (2015) Mastering the complementarity between marketing mix, brand management, customer relationship management capabilities to enhance new product performance. Journal of Business & Industrial Marketing, 30 (1). pp. 60-71. ISSN 2052-1189 doi: 10.1108/JBIM-07-2012-0124

2014

O'Cass, A., Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 and Ngo, L. V. (2014) Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas. Industrial Marketing Management, 43 (5). pp. 862-872. ISSN 1873-2062 doi: 10.1016/j.indmarman.2014.04.015

2013

Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082, O'Cass, A. and Ngo, L. V. (2013) The contingent value of marketing and social networking capabilities in firm performance. Journal of Strategic Marketing, 21 (1). pp. 82-98. ISSN 1466-4488 doi: 10.1080/0965254X.2012.742130

2012

O'Cass, A., Ngo, L. V. and Heirati, N. ORCID: https://orcid.org/0000-0001-7892-7082 (2012) Examining market entry mode strategies via resource-based and institutional influences: Empirical evidence from a region-within-country economy context. Australasian Marketing Journal, 20 (3). pp. 224-233. ISSN 1441-3582 doi: 10.1016/j.ausmj.2012.03.001