..., for these companies, generated higher intended and spill-over effects than risker explorative strategies. The companies did find that applying knowledge learned elsewhere, such as at one of their overseas factories, in a new context enabled them to benefit from the so-called spill-over effect of co-creation...

... – creates the best probability of success when entering a product into a new foreign market by deploying either an explorative or an exploitative product marketing strategy. Although a riskier explorative strategy is the most promising option for building longer-term competitive advantage, blending...