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Keywords: Co-creation
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Journal Articles
Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2023) 40 (4): 549–560.
Published: 23 November 2023
... formation, (iii) demand-side factors encompassing customization and co-creation and (iv) enhancing factors such as assets digitization. The genesis of this journey dates back to 2020, driven by our academic curiosity regarding the analysis of hybrid product–service offer from diverse perspectives...
Journal Articles
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation
Available to PurchaseAbhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, Vijay Pereira, Kirti Sharma, Hussain Gulzar Rammal, Elisa Arrigo
Journal:
International Marketing Review
International Marketing Review (2023) 40 (4): 739–773.
Published: 17 January 2023
...) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above. Design/methodology/approach A research framework was developed through the lens of service-dominant (S-D) logic theory, and the proposed research hypotheses were...
Journal Articles
Enhancing servitization by international consumer integration: the influence of open innovation and co-creation
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2023) 40 (4): 774–797.
Published: 25 October 2022
... model in which open innovation and co-creation are utilized to access consumer knowledge during the servitization process when developing customized services for international markets. Design/methodology/approach An online survey was used to collect the data from 150 manufacturing firms. The data...
