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 techniques and competitive advantage of the firm / Cantone, Luigi; Testa, P.. - ELETTRONICO. - Proceedings of 9th International Congress of Marketing Trends:(2010), pp. 1-32.
Customer knowledge competence, consumer insight interpretive techniques and competitive advantage of the firm
CANTONE, LUIGI;P. Testa
2010
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:
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