The paper explores, by using of a qualitative case-study approach, the opportunity to extend the marketing literature proposing a typology of strategic business nets or value networks, to account for an emerging trend in convergent markets. A potential new type or path (named Orchestrated Innovative Customer Solutions), is advanced for further investigation
Orchestrated innovative customer solutions: an emerging trend in business-to-consumer markets
MARTINEZ-RIBES, LLUIS;PREMAZZI, KATIA
2008
Abstract
The paper explores, by using of a qualitative case-study approach, the opportunity to extend the marketing literature proposing a typology of strategic business nets or value networks, to account for an emerging trend in convergent markets. A potential new type or path (named Orchestrated Innovative Customer Solutions), is advanced for further investigation
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