The customer’s role in marketing is undergoing important changes especially with regard to product development processes. The purpose of this article is to analyze the collaboration between customers and companies in order to provide a contribution based on a multidisciplinary perspective that refers to some important motivational and psychological theories
The Changing Role of the Customer in the Co-Design Process
CASSIA, FABIO
2010-01-01
Abstract
The customer’s role in marketing is undergoing important changes especially with regard to product development processes. The purpose of this article is to analyze the collaboration between customers and companies in order to provide a contribution based on a multidisciplinary perspective that refers to some important motivational and psychological theories
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