Browsing HV - Institutt for atferdsvitenskap by Subject "Co-creation processes"
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The marketing firm and co‐creation: An empirical study of marketer and customer's co‐creation process
(Managerial and Decision Economics;Volume 41, Issue 2 Special Issue: The Marketing Firm: Recent Theoretical and Empirical Developments, March 2020, Journal article; Peer reviewed, 2019-08-14)This study empirically investigates the marketer and customer's co‐creation process within the context of the marketing firm. Based on principles from bilateral contingencies, findings from a conjoint study (n = 98) ...