Abstract
Co-creation of value is the central idea of service-dominant logic that suggests the importance of interaction orientation. This research advances a conceptual framework of interaction orientation and delineates its role in the value creation process. Specifically, the manuscript explicates the relationships among interaction orientation, collaborative communication, marketing capabilities and the firm's core process performance.
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© 2015 Academy of Marketing Science
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Chen, YC., Li, PC. (2015). Collaborative Communication, Interaction Orientation, Marketing Capabilities and Core Processes Performance. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_36
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DOI: https://doi.org/10.1007/978-3-319-10864-3_36
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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