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

• Main Author: Pee, Loo Geok
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2016
• Subjects: NPD performance; Customer co-creation; B2C e-commerce; New product sales; Product innovativeness
• Online Access: https://hdl.handle.net/10356/80312; http://hdl.handle.net/10220/40479
• Institution: 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...