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Keywords: Idea generation
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2013) 31 (1): 40–53.
Published: 25 January 2013
... generation and screening stages. Findings The case study shows that customers freely provide valuable, original, new, and feasible ideas that can foster product and service innovation, and may also trigger process innovation. Thus, the case study shows how the company has outsourced to customers the idea...
