Toward a contingency view of new product creativity: Assessing the interactive effects of consumers

Marketing Letters

Volumn 21, Issue 2, 2010, Pages 191-206

  Rubera, Gaia ^a   Ordanini, Andrea ^b   Mazursky, David ^c  

^a MICHIGAN STATE UNIVERSITY   (United States)

^b BOCCONI UNIVERSITY   (Italy)

^c HEBREW UNIVERSITY OF JERUSALEM   (Israel)

Author keywords

Appropriateness; Creativity; Involvement; Knowledge; Novelty

Indexed keywords

EID: 77953325368     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-009-9088-z     Document Type: Article

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