Die Unternehmung · 2012 · 51 citations · 0 references
ManagementInnovation ManagementMarketingCustomer Relationship ManagementInnovationNew Product DevelopmentCo-creationCollaborative InnovationNew MediaProduct DevelopmentService InnovationSocial MediaCo-creation ProcessesDigital Co-creationEconomic Exchange SystemsKnowledge CollaborationNew Service DevelopmentPower In Exchange RelationsService Sector DevelopmentUser Co-creation
Customer co‑creation is an active, creative, and social collaboration between producers and customers, facilitated by a firm during new product or service development. This paper examines how social media influences customer co‑creation in innovation and proposes a typology of co‑creation activities to explain these effects. The authors develop a typology of co‑creation activities that conceptualizes how social media reshapes relationships among co‑creators and between customers and the hosting firm. Social media turns economic‑exchange relations into more collaborative and social interactions, yet can also convert previously social‑exchange relationships into competitive money markets, leading to a set of research questions for future study.
The objective of this paper is to discuss the impact of social media on customer co-creation in the innovation process. Customer cocreation denotes an active, creative and social collaboration process between producers and customers (users), facilitated by a company, in the context of new product or service development. We propose a typology of co-creation activities in order to develop conceptual arguments how social media can impact the relationships among customers involved in co-creation as well as the relationship between customers and the hosting firm. Social media can make economic-exchange relations more collaborative and social, but interestingly may also turn relations formerly based on social-exchange into “money markets” with strong competition among actors. As a result, we develop a set of questions that can lead future research in these regards.