Putting knowledge to work: the combined role of marketing and sales employees' knowledge and motivation to produce superior customer experiences. - Carmela Peñalba-Aguirrezabalaga; Josune Sáenz; Paavo Ritala; Mika Vanhala (J. Knowl. Manag., 2021)

Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance. - Josune Sáenz; Ana Ortiz de Guinea; Carmela Peñalba-Aguirrezabalaga (Inf. Manag., 2022)