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Keywords: Customer co‐creation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2013) 31 (1): 40–53.
Published: 25 January 2013
... methodology by contributing to the literature on customer co‐creation in the NPD process. Within this vein, the present research aims at providing insights on customer co‐creation through the description of the strategies used by an international food manufacturing company located in Italy, to involve...
