Guzel, Mevludiye; Sezen, Bülent; Alniacik, Umit - In: Journal of Product & Brand Management 30 (2020) 7, pp. 1047-1061
Purpose: This paper aims to analyze value co-creation (VCC) in new product development from consumer’s perspective. It offers a holistic approach to consumers’ VCC behavior with its before (drivers) and after (consequences) stages. Design/methodology/approach: Three consecutive studies are...