Collaborating to innovate: Effects on customer knowledge management and performance

What is it about?

This paper tests a model examining the effects of customer collaboration´s role in the innovation process and innovation orientation in the customer knowledge management. The model also explores how customer knowledge management influences marketing results

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Why is it important?

Findings have important academic and managerial implications, and show that collaboration with customers and opennes to innovation are key inputs because of their effects on customer knowledge management and marketing results