Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation
Sign Up to like & getrecommendations! Published in 2023 at "International Marketing Review"
DOI: 10.1108/imr-11-2021-0325
Abstract: PurposeThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and… read more here.
Keywords: hybrid offerings; moderating role; servitization; servitization hybrid ... See more keywords