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.
Adams-Bigelow, Marjorie E. ( 2004), ‘‘First Results From the 2003 Comparative Performance Assessment Study (CPAS),’’ in PDMA Handbook of New Product Development, 2nd ed, Kenneth B. Kahn, ed. Hoboken, NJ: John Wiley, 546-566.
2.
Algesheimer, Rene, Sharad Borle, Utpal Dholakia, and Siddharth S. Singh (2010), ‘‘The Impact of Customer Community Participation on Customer Behaviors: An Empirical Investigation,’’Marketing Science, 29, forthcoming.
3.
Beer, Jeff ( 2007), ‘‘Threadless: Fighting for the T-shirt Democracy,’’Advertising Age’s Creativity, 15 (9), 54, October.
4.
Bendapudi, Neeli and Robert P. Leone ( 2003), ‘‘Psychological Implications of Customer Participation in Co-Production,’’Journal of Marketing , 67 (1), 14-28.
5.
Blazevic, Vera and Annouk Lievens ( 2008), ‘‘Managing Innovation Through Customer Coproduced Knowledge in Electronic Services: An Exploratory Study,’’ Journal of the Academy of Marketing Science, 36 (1), 138-151.
6.
Bolton, Ruth N. and Shruti Saxena-Iyer ( 2009), ‘‘Interactive Services: A Framework, Synthesis and Research Directions,’’Journal of Interactive Marketing, 23 (1), 91-104.
7.
Bosman, Julie, (2006), ‘‘Chevy Tries a Write-Your-Own-Ad Approach, and the Potshots Fly,’’New York Times, April 4.
8.
Bowers, Michael R., Charles L. Martin, and Alan Luker ( 1990), ‘‘Trading places: Employees as Customers, Customers as Employees,’’Journal of Services Marketing, 4 (2), 55-69.
9.
Burroughs, James E. and David Glen Mick ( 2004), ‘‘Exploring Antecedents and Consequences of Consumer Creativity in a Problem-Solving Context,’’Journal of Consumer Research, 31 (2), 402-411.
10.
Business Wire ( 2001), ‘‘New Study Identifies Customer Involvement as Primary Success Factor in New Product Development,’’Business/Technology Editors, Business Wire, New York, March 14.
11.
Cook, Scott ( 2008), ‘‘The Contribution Revolution,’’Harvard Business Review, 86 (October), 60-69.
12.
Cooper, Robert G. ( 1993), Winning at New Products, 2nd ed. Reading, MA: Perseus Press .
13.
Crawford, C. Merle and C. Anthony Di Benedetto ( 2003), New Products Management, 1sted. New York, NY: McGraw-Hill/ Irwin.
14.
Csikszentmihalyi, Mihalyi ( 1996), Creativity: Flow and the Psychology of Discovery and Invention. New York, NY: HarperCollins .
15.
Dabholkar, Pratibha ( 1990), ‘‘How to Improve Perceived Service Quality by Improving Customer Participation,’’ in Developments in Marketing Science, B. J. Dunlap, ed. Cullowhee, NC: Academy of Marketing Science, 483-487.
16.
Dong, Beibei, Kenneth R. Evans, and Shaoming Zou (2008), ‘‘The Effects of Customer Participation in Co-Created Service Recovery,’’Journal of the Academy of Marketing Science, 36 (1), 123-137.
17.
Ernst, Holger, Wayne D. Hoyer, Manfred Krafft, and Jan-Henrik Soll ( 2010), ‘‘Consumer Idea Generation,’’ working paper, WHU, Vallendar.
18.
---, Wayne D. Hoyer, Manfred Krafft, and Katrin Krieger ( 2010), ‘‘Customer Relationship Management and Company Performance-The Mediating Role of New Product Performance,’’Journal of the Academy of Marketing Science, 38, forthcoming.
19.
Etgar, Michael ( 2008), ‘‘A Descriptive Model of the Consumer Co-Production Process,’’Journal of the Academy of Marketing Science, 36 (Spring), 97-108.
20.
Evans, Philip and Bob Wolf ( 2005), ‘‘Collaboration Rules,’’Harvard Business Review, 83 (July-August), 96-104.
21.
Fang, Eric ( 2008), ‘‘Customer Participation and the Trade-Off between New Product Innovativeness and Speed to Market,’’ Journal of Marketing, 72 (4), 90-104.
22.
---, Robert W. Palmatier, and Kenneth R. Evans (2008), ‘‘Influence of Customer Participation On Creating And Sharing Of New Product Value,’’Journal of the Academy of Marketing Science, 36 (3), 322-336.
23.
Feick, Lawrence and Linda Price ( 1987), ‘‘The Market Maven: A Diffuser of Marketplace Information,’’ Journal of Marketing, 51 (1), 83-97.
24.
Fodness, Dale, Barry E. Pitegoff, and Elise Truly Sautter (1993), ‘‘From Customer to Competitor: Consumer Co-Option in the Service,’’Journal of Services Marketing, 7 (3), 18-25.
25.
Franke, Nikolaus, Eric von Hippel, and Martin Schreier ( 2006), ‘‘Finding Commercially Attractive User Innovations: A Test of Lead-User Theory,’’Journal of Product Innovation Management, 23 (4), 301-315.
26.
---, Peter Keinz, and Christoph J. Steger (2009), ‘‘Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?’’Journal of Marketing, 73 (5), 103-121.
27.
Füller, Johann ( 2008), ‘‘Refining Virtual Co-Creation from a Consumer Perspective,’’ in MSI Conference Summary No. 08-304, Innovation and Co-Creation, 9-10.
28.
Greengard, Samuel ( 2008), ‘‘Del Monte Gets Social,’’Baseline, August, Issue 87, New York, 42.
29.
Grewal, Rajdeep, Gary Lilien, and Girish Mallapragada (2006), ‘‘Location, Location, Location: How Network Embeddedness Affects Project Success in Open source Systems,’’ Management Science, 52 (7), 1043-1056.
30.
Gruner, Kjell E. and Christian Homburg ( 2000), ‘‘Does Customer Interaction Enhance New Product Success?’’Journal of Business Research, 49 (1), 1-14.
31.
Han, Jin K., Namwoon Kim, and Rajendra K. Srivastava (1998), ‘‘Market Orientation and Organizational Performance: Is Innovation a Missing Link?’’Journal of Marketing, 62 (October), 30-45.
32.
Hauser, John, Gerard J. Tellis, and Abbie Griffin ( 2006), ‘‘Research on Innovation: A Review and Agenda for Marketing Science,’’Marketing Science, 25 (November-December), 686-717.
33.
Hoffman, Donna L., Praveen K. Kopalle, and Thomas P. Novak (2010), ‘‘The ‘‘Right’’ Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts,’’Journal of Marketing Research, forthcoming.
34.
Hull, Frank M. ( 2004), ‘‘Innovation Strategy and the Impact of a Composite Model of Service Product Development on Performance,’’Journal of Service Research, 7 (2), 167-180.
35.
Jeppesen, Lars Bo and Mans J. Molin ( 2003), ‘‘Consumers as Co-developers: Learning and Innovation Outside the Firm,’’Technology Analysis and Strategic Management, 15 (September), 262-283.
36.
Joshi, Ashwin W. and Sanjay Sharma ( 2004), ‘‘Customer Knowledge Development: Antecedents and Impact on New Product Performance,’’Journal of Marketing, 68 (3), 47-59.
37.
Kumar, V., Lerzan Aksoy, Bas Donkers, Thorsten Wiesel, Rajkumar Venkatesan, and Sebastian Tillmanns (2010), ‘‘Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value,’’Journal of Service Research, 13 (August), 297-310.
38.
Liebeskind, Julia P. ( 1997), ‘‘Keeping Organizational Secrets: Protective Institutional Mechanisms and their Costs,’’Industrial and Corporate Change, 6 (3), 623-663.
39.
Lilien, Gary L., Pamela D. Morrison, Kathleen Searls, Mary Sonnack, and Eric von Hippel (2002), ‘‘Performance Assessment of the Lead User Idea-Generation Process for New Product,’’Management Science, 48 (8), 1042-1059.
40.
Liu, Karon ( 2007), ‘‘Cyber Tees Grow Beyond the Web: Threadless Takes its Online Success to the Streets With a Chicago Store,’’The Toronto Star, May 8.
41.
Lovelock, Christopher H. and Robert F. Young ( 1979), ‘‘Look to Consumers to Increase Productivity,’’Harvard Business Review, 57 (May-June), 168-178.
42.
Magnusson, Peter R., Jonas Matthing, and Per Kristensson (2003), ‘‘Managing User Involvement in Service Innovation: Experiments With Innovating End Users,’’Journal of Service Research, 6 (2), 111-124.
43.
Mathwick, Charla, Caroline Wiertz, and Ko De Ruyter (2007), ‘‘Social Capital Production in a Virtual P3 Community,’’Journal of Consumer Research, 34 (April), 832-849.
44.
Mills, Peter K., Richard B. Chase, and Newton Margulies (1983), ‘‘Motivating the Client/Employee System as a Service Production Strategy,’’The Academy of Management Review, 8 (2), 301-310.
45.
Moore, Geoffrey ( 1991), Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers. New York, NY: Harper Business Essentials.
46.
Moorman, Christine and Anne S. Miner ( 1998), ‘‘The Convergence of Planning and Execution: Improvisation in New Product Development,’’Journal of Marketing, 62 (July), 1-20.
47.
Mullins, John W. and Daniel J. Sutherland ( 1998), ‘‘New Product Development in Rapidly Changing Markets: An Exploratory Study,’’Journal of Product Innovation Management, 15 (3), 224-236.
48.
Muñiz, Albert M., Jr. and Hope Jensen Schau (2005), ‘‘Religiosity in the Abandoned Apple Newton Brand Community,’’Journal of Consumer Research, 31 (March), 737-747.
49.
Nambisan, Satish and Robert A. Baron (2009), ‘‘Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-creation Activities,’’ The Journal of Product Innovation Management, 26 (4), 388-406.
50.
Ogawa, Susumu and Frank T. Piller ( 2006), ‘‘Reducing the Risks of New Product Development,’’Sloan Management Review, 47 (Winter), 65-72.
51.
O’Hern, Matthew S. and Aric Rindfleisch ( 2009), ‘‘Customer Co-Creation: A Typology and Research Agenda,’’ in Review of Marketing Research, Vol. 6, Naresh K. Malholtra , ed. Armonk, NY: M.E. Sharpe , 84-106.
52.
Ostrom, Amy L., Mary Jo Bitner, Stephen W. Brown, Kevin A. Burkhard, Michael Goul, Vicki Smith-Daniels, Haluk Demirkan, and Elliot Rabinovich (2010), ‘‘Moving Forward and Making a Difference: Research Priorities for the Science of Service,’’Journal of Service Research, 13 (1), 4-36.
53.
Payne, Adrian F., Kaj Storbacka, and Pennie Frow ( 2008), ‘‘Managing the Co-creation of Value,’’Journal of the Academy of Marketing Science, 36 (1), 83-96.
54.
Pitt, Leyland F., Richard T. Watson, Pierre Berthon, Donald Wynn, and George Zinkhan ( 2006), ‘‘The Penguin’s Window: Corporate Brands from an Open Source Perspective,’’Journal of the Academy of Marketing Science, 34 (Spring), 115-127.
55.
Prahalad, C.K. and Venkat Ramaswamy ( 2000), ‘‘Co-opting Customer Competence,’’Harvard Business Review, 78 (January-February), 79-87.
56.
---, C. K. and Venkat Ramaswamy (2004), ‘‘Co-Creation Experiences: The Next Practice in Value Creation,’’Journal of Interactive Marketing, 18 (Summer), 5-14.
57.
Prügl, Reinhard and Martin Schreier ( 2006), ‘‘Learning from Leading-Edge Customers at The Sims: Opening up the Innovation Process Using Toolkits,’’R&D Management, 36 (June), 237-250.
58.
Sawhney, Mohanbir, Gianmario Verona, and Emanuela Prandelli (2005), ‘‘Collaborating to Compete: The Internet as a Platform for Customer Engagement in Product Innovation,’’Journal of Interactive Marketing , 19 (Autumn), 4-17.
59.
Song, Jae H. and Carl R. Adams ( 1993), ‘‘Differentiation Through Customer Involvement in Production or Delivery,’’Journal of Consumer Marketing, 10 (2), 4-12.
60.
Spann, Martin, Holger Ernst, Bernd Skiera, and Jan Henrik Soll (2009), ‘‘Identification of Lead Users for Consumer Products via Virtual Stock Markets,’’Journal of Product Innovation Management, 26 (3), 322-335.
61.
Stevens, Greg A. and James Burley ( 2003), ‘‘Piloting the Rocket of Radical Innovation,’’Research-Technology Management, 46 (2), 16-25.
62.
van Doorn, Jenny, Katherine N. Lemon, Vikas Mittal, Stephan Naß, Doreén Pick, Peter Pirner, and Peter Verhoef ( 2010), ‘‘Customer Engagement Behavior: Theoretical Foundations and Research Directions’’ Journal of Service Research, 13 (3), 253-266.
63.
von Hippel, Eric ( 1986), ‘‘Lead Users: A Source of Novel Product Concepts,’’Management Science, 32 (July), 791-805.
64.
--- ( 2005), Democratizing Innovation. Cambridge, MA: MIT Press.
65.
--- and Georg von Krogh (2006), ‘‘Free Revealing and the Private Collective Model for Innovation Incentives,’’R&D Management, 36 (3), 295-206.
66.
--- and Ralph Katz ( 2002), ‘‘Shifting Innovation to Users via Toolkits,’’Management Science, 48 (7), 821-833.
67.
Xie, Chunyan, Richard P. Bagozzi, and Sigurd V. Troye (2008), ‘‘Trying to Prosume: Toward a Theory of Consumers as Co-creators of Value,’’Journal of the Academy of Marketing Science, 36 (1), 109-122.
