D’Andrea, Fernando Antonio Monteiro Christoph; Rigon, … - In: Marketing Intelligence & Planning 37 (2019) 6, pp. 674-688
Purpose: The purpose of this paper is to qualitatively analyze and compare people’s objectives when participating in two sets of co-creation initiatives – business-to-consumer (B2C) and business-to-business (B2B) – to what the theory in the field states about that participation....