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effect on innovation. It is also noted that entrepreneurial attitudes, such as openness to change and self …-transcendence, have a mediating role in the positive impact of values on innovation. The article contributes to the literature by showing … to influence innovation in small businesses. …
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The study examines the hypothesis that firms engaging customers in value co-creation tend to display more innovativeness. As such, it is one of the few quantitative studies on the link between these two concepts. Customer engagement in value co-creation was operationalized as a multiple scale...
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