Keep it a secret!

Aïda Mimouni Chaabane and Virginie Pez investigate how the difference in the number and nature of rewards allocated to specific levels in a hierarchical loyalty programme affects customers in different tiers.

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Digitally enabled value co-creation at the bottom of the pyramid

JMM Special Issue: Digitally enabled value co-creation at the bottom of the pyramid. Guest Editors: Sanjit K. Roy, Bidit L. Dey and Yogesh Dwivedi.

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