When does a firm benefit from customer co-creation?
The leading journal of product innovation, JPIM, has a cool YouTube channel to view short summaries of selected articles on innovation. I strongly recommend checking it every couple months for new posted videos. Even if, like me, you read the journal cover-to-cover every issue, it is interesting to see how the authors portray their research via video.
Readers of a blog originally titled “Service Co-creation” will undoubtedly be interested in this video – which asks when does a firm benefit from customer co-creation. The authors found that benefits from customer involvement vary based on whether the innovation is:
- Incremental or Radical, and
- Utilitarian or hedonic.
Watch the video to get the insights:
This full article is featured in the July issue of JPIM.
Again the video link is here.