Review paper
Motivation triggers for customer participation in value co-creation
Abstract
Innovative new ideas are no longer bound by internal R&D efforts of the organisation. Many successful innovation ideas stem from external sources, especially engaged customers. This study investigates motivation triggers for customer participation in co-creation of value with the firm by using a dual-research approach: grounded theory to explore the factors that motivate customers to participate in value co-creation, and a survey to identify the...
Paper Details
Title
Motivation triggers for customer participation in value co-creation
Published Date
Dec 14, 2018
Journal
Volume
13
Issue
3
Pages
557 - 580
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