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. ISSN 1552-7379

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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.

Item Type: Article
Additional Information: The research article was published by the author with the affiliation of Rice University.
Subjects: Marketing
Date Deposited: 15 Apr 2019 19:43
Last Modified: 11 Jul 2023 19:15

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