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Engaging Customers in Co-Production Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effects of Co-Production Intensity
Haumann, Till, Güntürkün, Pascal, Wieseke, Jan, Schons, Laura MarieLanguage:
english
Journal:
Journal of Marketing
DOI:
10.1509/jm.14.0357
Date:
August, 2015
File:
PDF, 1.07 MB
english, 2015