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- W2990679334 abstract "This paper aims to explore how corporate brands co-create value with their multiple stakeholders in a B2B2C marketplace. Main data sources stem from in-depth interviews with top managers of a technology corporation in the financial sector. Findings depict a model that conceptualises the successful value co-creation process as the careful management of six specific drivers, namely: interdependency, direct approach, trust, strategic alignment, adaptive modus operandi, and knowledge sharing. Hence, the study offers new food for thought for scholars and practitioners who wish to improve their knowledge and understanding on brand value co-creation and corporate marketing." @default.
- W2990679334 created "2019-12-05" @default.
- W2990679334 creator A5044288904 @default.
- W2990679334 creator A5044457587 @default.
- W2990679334 date "2019-11-25" @default.
- W2990679334 modified "2023-10-18" @default.
- W2990679334 title "Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets" @default.
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