Exploring consumers' motivations to engage in innovation through co-creation activities

PURPOSE. This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities, whether working independently, as part of a community or directly with the firm. They offer theoretical explanat...

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Bibliographic Details
Main Authors: Deborah Roberts, Mathew Hughes, Kia Kertbo
Format: Default Article
Published: 2014
Subjects:
Other commerce, management, tourism and services not elsewhere classified
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Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/26356
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