In an increasingly dynamic context, firms are considering the relevance to interact directly with different actors, for creating and sustaining competitive advantage (Sawhney, et al., 2005). More specifically, firms are more oriented to engage and interact with customers in the exchange of ideas and knowledge (Sawhney, et al., 2005). In this perspective, customers change their role from passive recipient of information flow concerning products and services, developed principally by companies, to suitable actors that help to firms for defining new ideas and developing new products/services.
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