Ribeiro, Lucas Galli, Leydiana de Sousa Pereira, Natália Macedo Baião, Larissa Vasconcelos de Oliveira, and André Marques Cavalcanti. 2025. “From Theory to Practice: Understanding Value-Creation in Service Companies”. Brazilian Administration Review 22 (4):e250036. https://doi.org/10.1590/1807-7692bar2025250036.