Identifying Firm Characteristics for Successful Co-Creation - Literature Review

In the last decade, active involvement of end-users in new product development (NPD) commonly referred as co-creation has emerged as an effective strategy to overcome barriers that hinder firms from understanding customer needs. In response, co-creation has generated a great deal of interest for both practitioners and researchers in different areas of NPD. Despite co-creations growing trend, relatively little is known about this new form of product development. Hence this study provides a ready reference of recent literature on co-creation. First, this study distinguishes between the roles and responsibilities of firm and end-users at different phases of NPD during traditional and co-creation projects. Second, after an extensive literature review of marketing, innovation management and product development it identified important managerial characteristics needed by the firms to successfully implement co-creation.