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
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 advantage
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/382870
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