Consumer Cocreation in New Product Development

Hoyer Wayne D., Chandy Rajesh, Dorotic Matilda, Krafft Manfred, Singh Siddharth S.


Abstract
The area of consumer cocreation 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 cocreation in new product development (NPD). The authors examine (a) the major stimulators and impediments to this process, (b) the impact of cocreation 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.

Keywords
cocreation conceptual/theoretical innovations new product innovation value customer participation co-creation lead users innovation performance service market model coproduction antecedents



Publication type
Article in Journal

Peer reviewed
Yes

Publication status
Published

Year
2010

Journal
Journal of Service Research

Volume
13

Issue
3

Start page
283

End page
296

Language
English

ISSN
1094-6705

DOI

Affiliation
Univ Texas Austin, Univ Texas Austin, Univ Munster, Univ Groningen, Univ Houston, London Business Sch