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

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  • Gaia Rubera
  • Andrea Ordanini
  • David Mazursky

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  • Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    • Handle: RePEc:kap:mktlet:v:21:y:2010:i:2:p:191-206
    DOI: 10.1007/s11002-009-9088-z
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    References listed on IDEAS

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    Cited by:

    1. Im, Subin & Bhat, Subodh & Lee, Yikuan, 2015. "Consumer perceptions of product creativity, coolness, value and attitude," Journal of Business Research, Elsevier, vol. 68(1), pages 166-172.

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