Multiple stakeholders's co-creation process in new product development: an exploratory analysis

Abstract

In the this highly competitive market, a company's capacity to generate and market creative and original ideas is a key for success. But most companies have limited resources and so, knowledge creation can not be generated solely from within the firm. In order to expand their knowledge base, organizations begun to implicate stakeholders in all phases of the new product development process, from idea generation, selection, development and eventually, even to marketing the new products or services. In this context, the Internet and the new technologies represent a valuable instrument for companies, due to the fact that they can enhance the firms’ ability to actively engage all their stakeholders in collaborative innovation. Our paper presents and evaluates the development and implementation of an online co-creation platform – E-PICUS addressed to multiple stakeholders of a new electronic product - Video Intercom providing insights into the specific capabilities a firm needs in order to manage co-creation and into partial results obtained through costumers’ involvement in the innovation process.