TY - JOUR AB - These days, many businesses are focused on increasing customers’ positive word of mouth. But emphasizing customer participation may be a more important vehicle for generating valuable repeat business. AU - Merlo,OG AU - Eisingerich,A AU - Auh,S EP - 88 PY - 2014/// SN - 0019-848X SP - 81 TI - Why Customer Participation Matters T2 - MIT Sloan Management Review: MIT's journal of management research and ideas UR - https://sloanreview-mit-edu.iclibezp1.cc.ic.ac.uk/article/why-customer-participation-matters/ VL - 55 ER -