Engaging customer cocreation in new product development through foreign subsidiaries : influences of multinational corporations’ global integration and local adaptation mechanisms

• المؤلفون الرئيسيون: Leung, Fine F., Tse Caleb .H., Yim, Chi Kin
• مؤلفون آخرون: Nanyang Business School
• التنسيق: مقال
• اللغة: English
• منشور في: 2021
• الموضوعات: Business::Marketing; Customer Cocreation; Headquarters-Subsidiary Relationship
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/154480
• المؤسسة: Nanyang Technological University

Efforts to engage customers in cocreating new products have garnered much research attention from studies documenting customer cocreation’s (CC’s) positive impact on firm innovation and performance. Less research, however, has counterbalanced the bright side with the potential dark side of CC, espec...