HARO, Maria Angeles GARCIA; RUIZ, Maria Pilar MARTINEZ; … - In: Expert Journal of Marketing 2 (2014) 2, pp. 68-81
This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern … influences - including economic globalization, changes in consumers’ buying habits, and the emergence of the Internet and social … media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm …