Customer co-creation in B2C e-commerce: does it lead to better new products?
The business-to-consumer e-commerce platform facilitates direct reach to customers and is especially conducive to large-scale customer co-creation. Many major e-commerce businesses have begun to leverage the platform to co-create with customers in new product development (NPD), in anticipation of ne...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2016
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/80312 http://hdl.handle.net/10220/40479 |