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Keywords: WOM
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Journal Articles
How cross-culture affects the outcomes of co-creation
Available to Purchase
Journal:
European Business Review
European Business Review (2019) 31 (4): 544–566.
Published: 10 June 2019
... (WOM). Secondly, to assess potential cross-cultural differences that may exist within the context of co-creation. Design/methodology/approach A questionnaire was completed in the banking services industry, and the final valid sample comprised individuals from the UK and Spain. Multi-sample analysis...
