The Stage is Yours – How to Involve Customers in Multiple NPD Stages
| Autor: | Caroline Kettner, Tessa Christina Flatten, Oliver Burger |
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| Rok vydání: | 2020 |
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| Zdroj: | Academy of Management Proceedings. 2020:12789 |
| ISSN: | 2151-6561 0065-0668 |
| Popis: | At the interface of innovation and marketing literature, scholars discuss the effects of customer involvement on new product performance. Influencing factors seem to be the stages of firms’ new pro... |
| Databáze: | OpenAIRE |
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