Engaging customer cocreation in new product development through foreign subsidiaries : influences of multinational corporations’ global integration and local adaptation mechanisms
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...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2021
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/154480 |
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| Institution: | Nanyang Technological University |
| Language: | English |