The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda
Lukas Maier,
Christian V. Baccarella
Abstract:In search of innovation and market success, firms have started to empower their customers in many ways, from customizing and self‐producing their own products (products made for one) to selecting and designing products for the broader marketplace products made for many. This power shift has important behavioral and psychological consequences for customers and, hence, has attracted considerable interest from academics and practitioners alike. However, the literature is scattered, provides inconsistent findings,… Show more
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