Song, Xi; Wei, Zelong; Bao, Yongchuan - In: Industrial Management & Data Systems 124 (2024) 10, pp. 2939-2964
Purpose Although the literature provides insights into the role of experiential learning based on prototypes in identification of latent customer need, it offers different views on the role of product prototypes in improving the efficacy of learning customer need, and also neglects the role of...