Lead-Users vs. Emergent Nature Consumers for Marketing Co-Creation: Are They Really Different?

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Vernette, Eric; Hamdi-Kidar, Linda;

This research extends Hoffman et al (2010)'s work on the relationship between two key targets for co-creation: Emergent-Nature Consumers (ENC) and Lead-Users (LU). These authors have shown that an ENC - who can innovate in any domain, could be more effective than a LU- ... View more
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