Customer co-creation in B2C e-commerce: does it lead to better new products?

• المؤلف الرئيسي: Pee, Loo Geok
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: مقال
• اللغة: English
• منشور في: 2016
• الموضوعات: NPD performance; Customer co-creation; B2C e-commerce; New product sales; Product innovativeness
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/80312; http://hdl.handle.net/10220/40479
• المؤسسة: Nanyang Technological University

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...