Articlegreen2018

Co-creation with customers and suppliers: an exploratory study

40 citations0/0 files storedBusiness Process Management Journal

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Service and Product Innovation Product Development and Customization Innovative Approaches in Technology and Social Development

Abstract

Purpose Co-creation along the new product development (NPD) seems the winning approach in nowadays market. The purpose of this paper is to explore the collaboration and interaction flows between suppliers and customers in co-creation initiatives devoted to NPD. Design/methodology/approach After developing a classification of demand-side and supply-side involvement in co-creation along the NPD process, 13 cases of co-creation in the consumer goods industry, within the Italian context, have been analyzed. Findings Three patterns of co-creation have been identified: supplier-driven approach: companies co-creating with suppliers in multiple NPD phases, while involving customers only in one; customer-driven approach: companies involving customers in multiple phases, while engaging suppliers only in one and firm-driven approach: companies involving both customers and suppliers in one single phase. Further, the locus of relevant knowledge drives to different co-creation approaches. Research limitations/implications The work contributes to extant literature by: providing a classification of demand-side and supply-side involvement in NPD; empirically investigating the interaction flows between customers and suppliers in co-creation initiatives along the NPD; highlighting the factors potentially affecting a concurrent involvement of customers and suppliers in NPD. Practical implications The findings can help to efficiently and effectively design and manage the relation with both suppliers and customers in co-creation projects devoted to NPD. Originality/value The involvement of suppliers and customers in co-creation initiatives has been so far analyzed only separately in literature. This study opens a new stream of research, stressing how the evolution of the market, toward a more participative one, spurs the need to investigate the collaboration and interaction flows between the two actors.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 2007Theory Building From Cases: Opportunities And Challenges 2003Open Innovation: The New Imperative for Creating and Profiting from Technology 2004Co-creation experiences: The next practice in value creation 1994“Sticky Information” and the Locus of Problem Solving: Implications for Innovation 2006Service-dominant logic: reactions, reflections and refinements 2001Product Development Decisions: A Review of the Literature 2010It's all B2B…and beyond: Toward a systems perspective of the market

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