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Involving customers in innovation: knowledgability and agency as process variables

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Article number0083
<mark>Journal publication date</mark>5/03/2018
<mark>Journal</mark>Journal of Business and Industrial Marketing
Issue number2
Volume33
Number of pages9
Pages (from-to)164-173
Publication StatusPublished
Early online date10/01/18
<mark>Original language</mark>English

Abstract

Recent research places an increased emphasis on the inclusion of the customer in value creation, learning and innovation processes; yet, there remains a gap in the understanding of just how such customer involvement may work. This paper aims to address this gap by examining two aspects of customer involvement – their knowledgeability and their agency. In addition, three boundaries (semantic, syntactic and pragmatic) across which relationship development occurs and which may facilitate and/or inhibit value co-creation, collaborative learning and innovation processes have been explored.

Bibliographic note

This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.