Innovate through the design process : how people perceive co-creation in baby market

• Autor(a) principal: Jesus, Mariana Taylor de
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20025
• topic: Idea generation; Co-creation; User design; User innovation; Innovation, open innovation; Type of knowledge; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The purpose of this dissertation is to understand whether co-creation, where external sources integrate new product development process, against firm’s professionals lead to favorable perceptions in new products design. We aim to test whether the differences relate to the types of knowledge involved. Traditionally, firms worked with their professionals to develop new products. Contrasting with co-creation approach (with users or other external sources such as university labs) implies an interaction between external sources and firm’s professionals, leading to new product designs for the entire consumer market. For this thesis, we run an experimental study with participants, a random sample of 92 and we have tested two different ideas for baby products: baby bottled food as low complexity product and baby bottles as high complexity product. Firstly, results show that co-creation is perceived as the most innovative design model. However, the perception of co-creation does not lead to more favorable product evaluations. We found that, in the low complexity product, outcome evaluations are not significant through different scenarios. So, people do not recognized differences in firm’s professionals and co-creation. However, in high complex products, people perceive significant differences in functionality dimension. So, for them is highly different when are firm’s professionals involved, they will perceive higher evaluations. Finally, we identified that the different sources possess distinct types of knowledge: firm’s professionals have more technical knowledge and mothers have more experience knowledge; commonly they also have market knowledge. Through this final distinction in the type of knowledge besides different sources, we also assume that they can complement each other in the innovation process.