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.
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