Toward a contingency view of new product creativity: Assessing the interactive effects of consumers
Gaia Rubera (),
Andrea Ordanini () and
David Mazursky ()
Marketing Letters, 2010, vol. 21, issue 2, 206 pages
Keywords: Creativity; Novelty; Appropriateness; Involvement; Knowledge (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1007/s11002-009-9088-z
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