What Apple, Lending Club, and AirBnB Know About Collaborating with Customers
Harvard Business Review
JULY 3, 2015
Today, however, by exploiting new digital technologies, firms like Apple, Lending Club, and AirBnB have made customer co-creation of value central to their business models and in doing so now rank among the world’s most innovative and valuable firms. These four types of customers represent different levels of brand affinity: 1.
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