Co-Creation with Customers: An Evolving Innovation Research Field

Abstract

The Journal of Product Innovation Management (JPIM) reflect on the shifts in research orientations and thinking about customer co-creation. An important theme in the customer co-creation debate is the identification of appropriate customer co-creators for specific outcomes. JPIM studies put attention to the firm as the co-creation beneficiary. A major value for the firm is better fulfillment of customer needs that increases the likelihood of new product/service success. The study of Fuchs and Schreier suggests that customer co-creation for idea generation and selection has a positive effect on a firm's reputation (in terms of customer orientation) in the marketplace. Al-Zu'bi and Tsinopoulos..