Identifying typologies of user-innovators in value co-creation.
Tran, M.K (2015). Identifying typologies of user-innovators in value co-creation. Academy of Marketing. University of Hull 03 - 06 Jul 2017 AoM.
Since 1990s, customer competence has been recognised as a key source of co-creation in new product development (NPD). In high-technology product innovation, this concept is more pivotal since firms cannot achieve fast and successful innovation without collaboration and network. However, how to identify the right customers for collaborative product innovation in high-technology industry context is an unresolved question in both marketing theory and practice. This remaining question may stem from a lack of consensus in how extant research defined the two key considerations in
|Keywords||Customer co-creation, user-innovator, high-technology product innovation, innovation typologies|
|Web address (URL)||https://www.academyofmarketing.org/conference/conference-history/conference-2015/|
|Accepted author manuscript|
File Access Level
|Publication process dates|
|Deposited||23 Dec 2020|
|Web address (URL) of conference proceedings||https://www.academyofmarketing.org|
This paper appeared in the AM proceedings
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