Consumer cocreation in new product development

Hoyer, W D and Chandy, R and Dorotic, M and Krafft, M and Singh, S S (2010) Consumer cocreation in new product development. Journal of Service Research, 13 (3). pp. 283-296.

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Abstract

The area of consumer co-creation is in its infancy and many aspects are not well understood. In this article, we outline and discuss a conceptual framework that focuses on the degree of consumer co-creation in new product development (NPD). The authors examine (a) the major stimulators and impediments to this process, (b) the impact of co-creation at each stage of the NPD process, and (c) the various firm-related and consumer-related outcomes. A number of areas for future research are suggested.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Singh, S SUNSPECIFIED
Item Type: Article
Additional Information: The research article was published by the author with the affiliation of Rice University.
Uncontrolled Keywords: Cocreation, Conceptual/theoretical, Innovations, New product innovation, Value
Subjects: Marketing
Depositing User: Ilayaraja M
Date Deposited: 15 Apr 2019 19:43
Last Modified: 15 Apr 2019 20:14
URI: http://eprints.exchange.isb.edu/id/eprint/844
Publisher URL: https://dx.doi.org/10.1177/1094670510375604
Publisher OA policy: http://sherpa.mimas.ac.uk/romeo/issn/1094-6705/
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