Keywords: Internal stakeholder co-creation
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Journal Articles
Journal of Product & Brand Management (2021) 30 (6): 806–818.
Published: 01 February 2021
... landscape. Two key concepts form the essence of the current paper’s approach, namely, internal stakeholder engagement and internal stakeholder co-creation. A further contribution is to introduce another major internal stakeholder entity, namely, (unpaid) volunteers. Hitherto, employees have dominated...

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