Mascarenhas, Oswald A.; Kesavan, Ram; Bernacchi, Michael - In: Journal of Consumer Marketing 21 (2004) 7, pp. 486-496
Traditional marketing strategies assume that customers involve (e.g. search, assess, purchase, use) with products or services mostly at the end of their value chain as finished market offerings. This article challenges managers to invite target customers to be involved at all stages of the value...