Barrutia, Jose M.; Velez, Alexander; Echebarria, Carmen - In: Journal of Business & Industrial Marketing 34 (2019) 3, pp. 536-549
Purpose: This paper aims to study the moderating effect of customer type (business customers versus private customers) on the link between two forms of openness (cross-industry networks and customer integration) and two front-end innovation outcomes (a creative idea and a product definition),...