2023
DOI: 10.1108/jcmars-05-2023-0014
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Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

Abstract: PurposeThe aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.Design/methodology/approachStriving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collect… Show more

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