Costa, Joana; Amorim, Inês; Reis, João; Melão, Nuno - In: Journal of Innovation and Entrepreneurship 12 (2023) 1, pp. 1-35
With Industry 5.0 already on the horizon, firms need to adapt their strategies to better cater to an increasingly demanding and sustainability-conscious customer base. At the same time, the role of customers has shifted from being mere passive buyers to active users, who not only demand...
