INBOUND OPEN DIGITAL INNOVATION IN MATURE INDUSTRIES: A CASE STUDY OF MACGREGOR
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Abstract
This master thesis is a completion of master’s program (EMBA) Executive Master of Business Administration at the University of Agder (UiA). The study is conducted and written by us, two master students.Our research question (RQ) is: How does companies in mature industries apply inbound open innovation during digital innovation processes?