Browsing by Author "MUHAMMAD YASIR AMJAD"

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    CUSTOMER PARTICIPATION IN TECHNOLOGY INNOVATION EXAMINING VALUE CO-CREATION AND CO-DESTRUCTION IN SERVICE INDUSTRY
    (UMT, Lahore, 2023) MUHAMMAD YASIR AMJAD
    The role of customer participation in technology innovation has gained increasing attention in recent years as a means for firms to create and capture value through their interactions with customers. While prior research has examined the process of value co-creation and co destruction in the context of customer participation in technology innovation, much of this work has focused on the manufacturing and high-tech industries. This qualitative study contributes to the body of knowledge by examining the processes of value co-creation and co-destruction that occur in the context of customer participation in technology innovation.