Effectual customer co-creation in the fuzzy front end of new product development
Increasingly, customer co-creation is advocated as a means to generate valuable knowledge in the innovation process and enhance new product development (NPD) success. In particular, customer co-creation activities are considered to minimize the “fuzziness” of the front end of NPD. However, there is...
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University of Nottingham
2017
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.728634 |