How to engage customers in co-creation: customers' motivations for collaborative innovation
The term "customer engagement" (CE) has been increasingly used in academic marketing literature. Empowered by the rise of the internet, customers are no longer a "passive audience" but "active co-producers" and engage in behaviours that strengthen their relationship wit...
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| Format: | article |
| Language: | eng |
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2016
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| Online Access: | https://repositorio-aberto.up.pt/handle/10216/81646 |
| Country: | Portugal |
| Oai: | oai:repositorio-aberto.up.pt:10216/81646 |