Keywords: Principles
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Journal Articles
European Business Review (2013) 25 (2): 174–205.
Published: 01 March 2013
... strives to embrace customers' value creation processes into what has been coined “lean consumption” with various customer‐oriented principles (Womack and Jones, 2005). However, in spite of their ease in understanding, they are often difficult to implement (Gummesson, 2008). The middle level comprises five...

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