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1. Proactive practices to prevent value co-destruction in knowledge-intensive business services : A multiple-case study on knowledge-intensive businesses in the Swedish IT-industry
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Interactions are of critical importance in business-to-business contexts, and value seems to be influenced by the interactions between the supplier, customer and other third parties where these interactions co-creates value. However, as the literature has mostly focused on the positive value co-creation, the interactions that result in failure is instead co-destroying value. READ MORE
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