The role of online consumer co-creation in new product development in the German food industry: firm drivers and impediments in engaging in this trend

Gunia, Stefanie Grace (2015) The role of online consumer co-creation in new product development in the German food industry: firm drivers and impediments in engaging in this trend.

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Abstract:This thesis seeks to analyze the drivers, as well as impediments of companies in regards to consumer co-creation within the new product development process. The research focuses on companies from diverse sub-sectors operating in the German food industry and aims at understanding patterns in regards to actively engaging consumers in the new product development process. It shows that companies in an early business life cycle do not see the trend of consumer co-creation as one of their priorities.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/67346
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