Title :
The analysis of factors influencing degree of Co-creation in B-C marketing
Author :
Qiao, Fangli ; Zhang, Lu
Author_Institution :
Sch. of Manage., Shenyang Univ. of Technol., Shenyang, China
Abstract :
Consumers are playing important role in new product development (NPD), co-creation is significant style of NPD. In this article, we outline and discuss a conceptual framework that focuses on the degree of consumer co-creation, examine the major simulators and impediments to this process, present risk management policy to control co-creation.
Keywords :
customer satisfaction; product development; risk management; B-C marketing; consumer cocreation; new product development; risk management policy; Context; Contracts; Intellectual property; Process control; Product development; Psychology; Technological innovation; B-C; co-creation; degree of co-creation; new product development;
Conference_Titel :
Business Management and Electronic Information (BMEI), 2011 International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-1-61284-108-3
DOI :
10.1109/ICBMEI.2011.5920996
