Study by Assistant Professor of Marketing Nga Ho-Dac published in the Journal of Business Research

Nga Ho-DacAssistant Professor of Marketing Nga Ho-Dac's paper focuses on the value of user-generated content in product development and innovation.

This study of software projects reveals that user-generated content has positive effects on the initiation and completion of product development activities, and aims to close the gap between the user innovation and open innovation research streams.

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