Lemons, Camilla; Hudson, Kayleigh; Mazzei, Matthew J. - In: Business horizons 68 (2025) 5, pp. 627-643
In today's hypercompetitive markets, most sectors are saturated with competitors, making it more important than ever for companies to generate unique value for stakeholders. Companies are increasingly and purposefully crafting customer experiences as a means to create such value and to establish...