[en] 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.
Disciplines :
Marketing
Author, co-author :
Prange, Christiane; EMLYON Business School > Markets & Innovation
Ates, Zelal ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing et intelligence stratégique
Language :
English
Title :
Co-creation on a Global Scale: How Customers Impact Firms’ Internationalization Strategies