Co-creation on a Global Scale: How Customers Impact Firms' Internationalization Strategies

Christiane Prange and Zelal Ates
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Christiane Prange: EM - EMLyon Business School
Zelal Ates: EM - EMLyon Business School

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Abstract: The importance of customers in international strategy has largely been neglected or relegated to the simple and rather passive role of a buyer. In this article, we suggest a different approach and identify the potential impact of co-creation activities. We provide several examples of how customers are more actively involved in global value creation and thereby impact firms' international posture

Date: 2010-04
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Published in Marketing Review St. Gallen, 2010, 27 (2), 48-52 p. ⟨10.1007/s11621-010-0029-2⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312491

DOI: 10.1007/s11621-010-0029-2

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