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Keywords: Prosumer
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Journal Articles
Prosumer engagement in innovation strategies : The Prosumer Creativity and Focus Model
Available to Purchase
Journal:
Management Decision
Management Decision (2014) 52 (10): 1968–1980.
Published: 11 November 2014
... creation in an always changing environment. Originality/value – The research contributes to the existing knowledge on prosumerism, being at the same time valuable for managers, especially in the marketing domain. Marketing corporate specialists do not have guidelines on how to understand, relate...
