Erhardt, Niclas; Martin-Rios, Carlos; Chan, Elisa - In: International Journal of Contemporary Hospitality Management 31 (2019) 11, pp. 4192-4210
Purpose: Co-creation as a collaborative process between organizations and customers generates unique value for both internal and external stakeholders for the company. Research generally examines and portrays customer-company co-creation as a balanced and harmonious relationship. However, a...