Consumer co-creation: an opportunity to humanise the new product development process
Deborah Lynn Roberts and William Darler
Nottingham University Business School, University of Nottingham
Introduction
For many organisations, management of the new product development (NPD) process and its associated activities has become an important competitive concern.In a dynamic global marketplace, organisations are searching for new ways to improve their innovation performance. One such way is to adopt an ‘open innovation’ modus operandi (Chesbrough 2007; Holmes & Smart 2009; Dahlander & Gann 2010), which advocates the use of ideas and knowledge from external sources. This...