Effectual customer co-creation in the fuzzy front end of new product development
Increasingly, customer co-creation is advocated as a means to generate valuable knowledge in the innovation process and enhance new product development (NPD) success. In particular, customer co-creation activities are considered to minimize the “fuzziness” of the front end of NPD. However, there is...
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| Format: | Thesis (University of Nottingham only) |
| Language: | English |
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2017
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| Online Access: | https://eprints.nottingham.ac.uk/48113/ |