Cheng, Colin C.; Chen, Ja‐Shen; Tai Tsou, Hun - In: Journal of Services Marketing 26 (2012) 6, pp. 444-457
Purpose – The present study aims to develop a measure of the market‐creating service innovation (MCSI) proposed by Berry et al. , verify the typology, identify the relationship between MCSI and each new service development (NSD) stage, and assess the degree to which the role of customers...