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Keywords: Depth interview
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Journal Articles
Role and perspective of suppliers in brand co-creation: an exploratory study
Available to Purchase
Benchmarking: An International Journal (2023) 30 (7): 2330–2350.
Published: 07 June 2022
... up with some concepts and constructs related to these. Design/methodology/approach A qualitative approach has been used to identify supplier roles. Depth interviews were conducted on 15 selected suppliers from India already participated in brand co-creation. Grounded theory method was used...
