4. Customer-driven innovation approaches like cocreation and collective customer commitment can reduce the likelihood of new product
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4. Customer-driven innovation approaches like cocreation and collective customer commitment can reduce the likelihood of new product failure and create high levels of customer engagement.
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Related Book For 
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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