L’innovation marketing dans les services : Une analyse systématique par le concept de « la co-création » avec les clients.

SAHAR ABOUELJAOUAD

Résumé


Ces dernières années, l’innovation est devenue l’arme infaillible des entreprises pour détenir des avantages compétitifs. Cependant, l’innovation dans les services, demeure incomprise, en raison notamment de leur aspect immatériel. Cette recherche a pour vocation de mieux éclaircir les éléments sur lesquels porte l’innovation dans les services, à travers une analyse par le concept de la « co-création » avec les clients, et des formes et motivations engagées par les entreprises de service pour stimuler leurs clients à s’impliquer dans une telle démarche collaborative.


Mots-clés


L’innovation, Services, Co-création, Clients, Formes, Motivations.

Texte intégral :

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Références


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DOI: https://doi.org/10.48395/IMIST.PRSM/rek-N15.19516

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