Successfully communicating a cocreated innovation
Article
- Document type:
- Article
- Collection:
- POP - Possession, Ownership, Property
- Title:
- Successfully communicating a cocreated innovation
- Journal:
- Journal of Marketing
- Year of publication:
- 2019
- Volume:
- 83
- Issue:
- 4
- Pages:
- 38–57
- Language:
- English
- Subject:
- adoption cocreated innovation firm-generated content narrative self-referencing user-generated content
- Topic:
- K - Consumer research and marketing
- Access:
- Access to documents restricted [POP]
