Chapter 5. Four decades of engaging customers in product innovation
Tran, M.K (2017). Chapter 5. Four decades of engaging customers in product innovation. in: Shiu, E. (ed.) Research Handbook of Innovation and Creativity for Marketing Management Edward Elgar. pp. 91-121
Customer co-creation has been an increasingly discussed concept within the innovation field in recent years. This study traces the development of this concept since it first appeared in 1976. By conducting content analysis of 588 academic articles and case studies, the evolution of the concept of customer co-creation has been properly depicted. Alongside the elaboration of this evolution, related issues such as the complexity and the conceptualization of types of customer values are also discussed.
|Book title||Research Handbook of Innovation and Creativity for Marketing Management|
File Access Level
|28 Apr 2017|
|Publication process dates|
|Deposited||23 Dec 2020|
|Digital Object Identifier (DOI)||https://doi.org/10.4337/9780857937957.00012|
This is a draft chapter/article. The final version is available in Research Handbook of Innovation and Creativity for Marketing Management edited by KResearch Handbook of Innovation and Creativity for Marketing Management, published in 2017, Edward Elgar Publishing Ltd
The material cannot be used for any other purpose without further permission of the publisher, and is for private use only.
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