Collaboration and Co-creation: An Investigation of a New Product Development Process

Collaboration and Co-creation: An Investigation of a New Product Development Process

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In these days, the ceaselessly alteration in customers’ favoring, globalization and the innovation of technology have forced organizations to adapt and operate in ways that have never been done before. Customers have more choice because of product variation and multichannel sales, the number of competitors in market is rising due to globalization and technology has been developed to increase productivity and decrease cost. All these changes have created a shift in doing business, the traditional business centric where firms create value and deliver to the customer is being challenged. The firm-centric view regards value creation happening inside the firm, ascribing both firm and customer distinct roles as producer and consumer and focusing on “targeting and managing the ‘right’ customer” (Prahalad & Ramaswamy, 2004, p.6).
With the development of Internet technology, namely the introduction of Web 2.0 has elevated the communication to a new level where people can interact actively and immediately from anywhere in the world. Customer information has always been valuable source of data that firms and corporations strive to acquire, hence, the technology plays as an important medium for the possibility of customer involvement. Moreover, it seems that consumers are willing to contribute their time and energy to co-create with companies. This co-creation means sharing ideas, comments and knowledge. (Prahalad & Ramaswamy, 2004) As a consequence, more firms and corporations are adapting to the new trend and integrate customer effort into their new products and services development.
The involvement of customer in the process of creating value has redefined the traditional way business is conducted to a ‘customer-centric’ view in which fir...


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...in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21 (2), 42-62.
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O’Hern, M. S., & Rindfleisch, A. (2001). Customer co-creation: A typology and research agenda. 84-106.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-87.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing Volume, 18 (3), 5- 14. doi: 10.1002/dir.20015
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