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Keywords: Living labs
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Journal Articles
Moisés Rubén Zamora-Ramos, Montserrat Díaz-Méndez, Antonio Chamorro-Mera, Norma Arely Zúñiga Espinosa, Antonio Luis García-Cordero
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (6): 770–787.
Published: 23 January 2026
... within the framework of service-dominant (S-D) logic. Design/methodology/approach A qualitative case study was conducted through six Living Lab sessions at a Mexican public university, engaging 88 ecosystem actors, including university ventures, faculty, administrators, NGOs, investors, industry...
