IntroductionIn recent years, a more dynamic view of business and innovation has emerged (Whalen & Akaka, 2016). Instead of conceptualizing innovation as a firm-centric activity, the emphasis has now shifted towards both the service providers’ and the customers’ abilities to engage themselves in large, external networks for value creation (Romero & Molina, 2011).
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Ketonen‐Oksi et al. (2019) studied this question.
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