Reference : Co-creation on a Global Scale: How Customers Impact Firms’ Internationalization Strategies
Scientific journals : Article
Business & economic sciences : Marketing
http://hdl.handle.net/2268/166259
Co-creation on a Global Scale: How Customers Impact Firms’ Internationalization Strategies
English
Prange, Christiane mailto [EMLYON Business School > Markets & Innovation > > >]
Ates, Zelal mailto [Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing et intelligence stratégique >]
2010
Marketing Review St. Gallen
27
2
48-52
Yes
International
[en] The importance of customers in international strategy has largely been neglected or relegated to the
simple and rather passive role of a buyer. In this article, we suggest a different approach and identify the potential impact of co-creation activities. We provide several examples of how customers are more actively involved in global value creation and thereby impact firms’ international posture.
http://hdl.handle.net/2268/166259

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