Co-innovation: developing new products and services in cooperation with customers in social media platforms - customer motives

Croon, S. (2013) Co-innovation: developing new products and services in cooperation with customers in social media platforms - customer motives.

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Abstract:The internet era has brought a lot of new possibilities to companies. The easy exchange with their customers enables the involvement of customer opinions in order to improve their products or even develop new ones. Participating customers are a valuable source of input as they know best what they desire and also offer a cheap alternative compared to specialist sourcing. The implementation of co-innovation actions obviously saves as a very efficient solution for firms. What drives customers to take part in such ventures is however less clear. Also deterrents that may distract consumers to participate in such activities might possibly exist and are of high interest for managements. This paper therefore tries to clarify the motives that drive customers as well as the deterrents that may prevent them from participating in co-creation activities. Therefore, recent literature is reviewed and an empirical study in form of a survey is conducted. The literature review as well as the analyzed dataset show that the main motivators are the often-used Uses and Gratifications theory antecedents hedonic and cognitive aspects as well as social and personal integrative, while the last two turn out to be of less importance due to the outcome of the survey.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
Link to this item:http://purl.utwente.nl/essays/63700
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