Consumer co-creation: an opportunity to humanise the new product development process

Deborah Lynn Roberts and William Darler

Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD).
Roberts and Darler

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...

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