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Innovation management, customers and value co-creation processes

Innovation management, customers and value co-creation processes

Fabrizio Cesaroni University of Messina (Messina, Italy)

During the last years the concept of value co-creation has increasingly been considered as a key driver of firms new product development efforts, since it implies a novel perspective of innovative activity in which customers become active co-creators of value of the products and services they buy and use. Accordingly, innovation processes have to be managed to enhance the involvement of customers, and new products have to be designed to maximize customers ability to co-create value. The objective of this track is thus to disseminate findings and exchange experiences on how firms should rethink their innovative processes under the requirement of value co-creation. Studies that address both B2B and B2C settings are welcomed.