Trischler, Jakob; Pervan, Simon J.; Scott, Donald Robert - In: Journal of Services Marketing 31 (2017) 3, pp. 265-280
Purpose Many firms use customer co-creation practices with the aim of benefiting from their customers’ knowledge … should replicate this study in different sectors. Practical implications Key to customer co-creation is the systematic …-team dynamics can allow the firm to assemble and facilitate customer co-creation so that generated outcomes can align with set …