Benefits of Customer Codevelopment of New Products: The Moderating Effects of Utilitarian and Hedonic Radicalness
M Candi, J Van Den Ende, G Gemser
Journal of Product Innovation Management | Wiley | Published : 2016
There is growing belief in the value of actively involving customers in innovation, commonly referred to as customer codevelopment or cocreation. These strategies are generally believed to be beneficial, although contingent views are prevalent. A widely espoused contingent view is that the positive contribution of customer codevelopment is dependent on the degree of radicalness (or innovativeness) of the products being developed. Some work argues that customer codevelopment is more useful for incremental innovation, whereas other work claims that customer codevelopment is more valuable when innovation is radical. This research makes an important contribution to this discourse by making a dis..View full abstract
This research was funded in part by the Association of Dutch Designers, the Dutch Ministry of Economic Affairs, and Pictoright. The authors are grateful to Christoph Fuchs, Mark A. A. M. Leenders, Serge A. Rijsdijk, and Deborah L. Roberts for their reviews of this work and their insightful comments, and also to Luc van den Ende for his contribution to model calculations.