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Article Dans Une Revue Marketing Review St. Gallen Année : 2010

Co-creation on a Global Scale : How Customers Impact Firms' Internationalization Strategies

Résumé

The importance of customers in international strategy has largely been neglected or relegated to the simple and rather passive role of a buyer. In this article, we suggest a different approach and identify the potential impact of co-creation activities. We provide several examples of how customers are more actively involved in global value creation and thereby impact firms’ international posture
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Dates et versions

hal-02312491 , version 1 (05-03-2020)

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Christiane Prange, Zelal Ates. Co-creation on a Global Scale : How Customers Impact Firms' Internationalization Strategies. Marketing Review St. Gallen, 2010, 27 (2), 48-52 p. ⟨10.1007/s11621-010-0029-2⟩. ⟨hal-02312491⟩

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