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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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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11002-009-9088-z

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