THE IMPACT OF CO-CREATION ADOPTION STRATEGIES IN NPD ON THE STRATEGIC ORIENTATION-FIRM PERFORMANCE RELATIONSHIP

摘要

Co-creation in new product development (NPD), i.e., consumer's active involvement in NPD processes, has been a topic of interest in literature and in practice for many years: evidence of the implementation by companies of co-creative policies whereby consumers serve as sources of product/service innovation have emerged in several industries, including sports equipment (Fuller et al. 2007; Raasch et al. 2008), technical equipment (Lettl et al. 2006) and video games (Jeppesen and Molin 2003).