When the emotional involvement of the consumer, in the process of purchase and consumption of the products, is very strong, and the product technology is quite homogenous among competing brands, the competence to integrate consumer knowledge within the firm and generate the consumer insight for marketing innovation becomes primary source of competitive advantage
Customer knowledge competence, consumer insight interpretive consumer research and competitive advantage of the firm / Cantone, Luigi; Testa, Pierpaolo. - In: JOURNAL OF MARKETING TRENDS. - ISSN 1961-7798. - STAMPA. - 1:4(2011), pp. 7-14.
Customer knowledge competence, consumer insight interpretive consumer research and competitive advantage of the firm
CANTONE, LUIGI;TESTA, PIERPAOLO
2011
Abstract
When the emotional involvement of the consumer, in the process of purchase and consumption of the products, is very strong, and the product technology is quite homogenous among competing brands, the competence to integrate consumer knowledge within the firm and generate the consumer insight for marketing innovation becomes primary source of competitive advantageFile in questo prodotto:
| File | Dimensione | Formato | |
|---|---|---|---|
|
4. Cantone L., TESTA P. (2011). Customer knowledge competence, consumer insight interpretive and competitive advantage of the firm..pdf
non disponibili
Descrizione: pre print
Tipologia:
Documento in Pre-print
Licenza:
Accesso privato/ristretto
Dimensione
227.19 kB
Formato
Adobe PDF
|
227.19 kB | Adobe PDF | Visualizza/Apri Richiedi una copia |
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
