Effectual customer co-creation in the fuzzy front end of new product development

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Effectual customer co-creation in the fuzzy front end of new product development

Increasingly, customer co-creation is advocated as a means to generate valuable knowledge in the innovation process and enhance new product development (NPD) success. In particular, customer co-creation activities are considered to minimize the “fuzziness” of the front end of NPD. However, there is...

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Bibliographic Details
Main Author:	Ko, Gui Han
Format:	Thesis (University of Nottingham only)
Language:	English
Published:	2017
Subjects:	co-creation fuzzy front end effectuation new product development creativity
Online Access:	https://eprints.nottingham.ac.uk/48113/

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