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Saha, Victor, Hollebeek, Linda D., Venkatesh, Mani, Goyal, Praveen and Clark, Moira (2025) Value co-creation: A metatheory unifying framework and fundamental propositions. Marketing Intelligence & Planning. Emerald Group Publishing Ltd. . ISSN 0263-4503 Available at: https://doi.org/10.1108/MIP-03-2024-0163
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