Modelling co-creation and its consequences: one step closer to customer-centric marketing
This is a study of co-creation and its marketing outcomes. The theoretical and conceptual literature on co-creation suggests causal paths between co-creation and its consequences. This study develops a research model to test the causal relationships between co-creation and the marketing outcomes of...
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| Format: | Others |
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Auckland University of Technology,
2012-11-13T21:00:13Z.
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| Online Access: | Get fulltext |