Papa, Armando; Mazzucchelli, Alice; Ballestra, Luca Vincenzo - In: International Marketing Review 39 (2021) 3, pp. 602-625
Purpose: Previous research focused on open innovation (OI) suggests that enterprises benefit from adopting the journey; however, the relationship among OI, marketing journey and knowledge-intensive innovation marketing activities (KIIMA) remains unclear. The present study proposes a conceptual...