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Innovating the product innovation process to enable co-creation

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journal contribution
posted on 12.07.2021, 14:06 by Deborah Roberts, Roger Palmer, Mathew HughesMathew Hughes
Organizations now look beyond their boundaries to locate NPD resources among suppliers, lead users, customers, and consumers. Consumer involvement in an innovation process implies considerable changes in traditional innovation practice and management. Consumers become partners in co-creation, a form of open innovation, and not mere objects of study. However, what is little known is how managers can innovate to enable co-creation. This paper presents an in-depth, single case study of a global confectionery brand and its multinational owner. We discuss the co-creation process undertaken to innovate both the product and the innovation process itself. We propose a process for new product development and discuss changes implicit with its adoption.

History

School

  • Business and Economics

Department

  • Business

Published in

R&D Management

Publisher

RADMA and John Wiley & Sons Ltd

Version

VoR (Version of Record)

Rights holder

© The Authors

Publisher statement

This is an Open Access Article. It is published by RADMA and John Wiley & Sons Ltd under the Creative Commons Attribution 4.0 International Licence (CC BY 4.0). Full details of this licence are available at: https://creativecommons.org/licenses/by/4.0/

Acceptance date

08/06/2021

Publication date

2021-07-12

Copyright date

2021

ISSN

0033-6807

eISSN

1467-9310

Language

en

Depositor

Prof Mat Hughes. Deposit date: 14 June 2021