A Typology of Customer Co-Creation in the Innovation Process
Frank T. Piller
RWTH Aachen University
RWTH Aachen University, Technology and Innovation Management Group
affiliation not provided to SSRN
December 29, 2010
Customer co-creation denotes an active, creative and social collaboration process between producers (retailers) and customers (users), facilitated by the company. Customers become active participants in an open innovation process of a firm and take part in the development of new products or services. In this paper, we provide a review of the evolution of customer co-creation and related forms of customer participation and suggest a typology of recent methods of co-creation (open innovation with customers).
Our typology is based on three dimensions, addressing (i) the customers’ autonomy in the process, (ii) the nature of the firm-customer collaboration (dyadic versus community based), and (iii) the stage of the innovation process when the customer integration takes place. Along these dimensions, we then present specific methods of customer co-creation. We conclude with a number of suggestions for further research.
Number of Pages in PDF File: 26
Keywords: open innovation, customer co-creation, fuzzy front end, innovation management, need information, user innovation
JEL Classification: M11, M13, M31
Date posted: December 30, 2010 ; Last revised: June 23, 2014