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Keywords: Internal stakeholders
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Journal Articles
Journal of Product & Brand Management (2021) 30 (6): 806–818.
Published: 01 February 2021
...Bill Merrilees; Dale Miller; Raisa Yakimova Purpose The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in brand co-creation, as part of the new emerging paradigm of internal...
