Keywords: Firm's customer agility
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Journal Articles
Information Technology & People (2022) 35 (5): 1513–1539.
Published: 19 August 2021
... and through the adoption of the co-creation approach to generate value in the form of new product innovation. BDA reflects an excellent means of enhancing a firm's customer agility, but how this is possible remains largely unknown. Design/methodology/approach In this research, the authors hypothesise...

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