@inbook{cb651d16777849fab3de2ca3234f0c2d,
title = "Customer co-creation: A typology and research agenda",
abstract = "Traditional marketing thought and practice largely view new product development (NPD) as an internal, firm-based activity in which customers are relatively passive buyers and users. This traditional paradigm is currently being challenged by a new perspective in which customers are active co-creators of the products they buy and use. This chapter identifies the origins of this paradigm shift, presents a conceptual typology of four different types of co-creation activity, and offers an agenda for future research of this emerging paradigm.",
author = "O'Hern, {Matthew S.} and Aric Rindfleisch",
year = "2010",
doi = "10.1108/S1548-6435(2009)0000006008",
language = "English (US)",
isbn = "9780765621276",
series = "Review of Marketing Research",
publisher = "Emerald Group Publishing Ltd.",
pages = "84--106",
booktitle = "Review of Marketing Research",
address = "United Kingdom",
}