The effects of co-creation : differences across stages of new product development

• Autor(a) principal: Pereira, Sara Carolina Feio
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/26993
• topic: Co-creation; Customer participation; NPD performance; NPD stages; Co-criação; Participação do consumidor; DNP performance; Fases do DNP; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Firms increasingly ask for customer participation in the NPD process. However, an important question remains: how do consumers perceive customer participation across the different NPD stages? Does it differ with the products’ complexity? These questions are relevant because of the impact of such perceptions on NPD performance. Through a causal mediation analysis, was found a positive relationship between the customer participation at all NPD stages and the higher NPD performance. In low complexity products, the relationship is explained by higher perceived innovativeness and product quality at the ideation stage, higher perceived innovativeness, product quality and lower perceived co-creator expertise at the product development stage, but no mediation effect at the commercialization stage. In high complexity products, the relationship is explained by higher perceived innovativeness and product quality at the ideation stage, higher perceived innovativeness, product quality, co-creator similarity and market knowledge at the product development stage and higher perceived innovativeness, co-creator similarity and market knowledge at the commercialization stage. Finally, the ideation stage in a high complexity product was identified as the NPD stage that gains most from customer participation, however, in a low complexity product, all the NPD stages have similar importance in the higher NPD performance