When Worse Is Better: Strategic Choice of Vendors with Differentiated Capabilities in a Complex Cocreation Environment

• Shubham Gupta

  Shubham Gupta

  [email protected]

  https://orcid.org/0000-0002-0600-813X

  Department of Statistics, Operations, and Data Science, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122;

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• Abhishek Roy

  Corresponding Author

  Abhishek Roy

  [email protected]

  https://orcid.org/0000-0002-9956-277X

  Department of Statistics, Operations, and Data Science, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122;

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• Subodha Kumar

  Subodha Kumar

  [email protected]

  https://orcid.org/0000-0002-4401-7950

  Department of Statistics, Operations, and Data Science, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122;

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• Ram Mudambi

  Ram Mudambi

  [email protected]

  https://orcid.org/0000-0002-5396-5602

  Department of Management, Fox School of Business, Temple University, Philadelphia, Pennsylvania 19122

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