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The common wisdom about marketing cocreated innovations is wrong

20:00 EDT 9 Jun 2019 | AAAS

(American Marketing Association) A new study in the Journal of Marketing finds that companies can improve consumer adoption and accelerate product takeoff of cocreated innovations through a novel communication strategy that creates inconsistency or a mismatch between the creator's and the company's messages.

Original Article: The common wisdom about marketing cocreated innovations is wrong

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