Customer co-creation: A typology and research agenda

Matthew S. O'Hern, Aric Rindfleisch

Research output: Chapter in Book/Report/Conference proceedingChapter

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.

Original languageEnglish (US)
Title of host publicationReview of Marketing Research
PublisherEmerald Group Publishing Ltd.
Pages84-106
Number of pages23
ISBN (Print)9780765621276
DOIs
StatePublished - 2010
Externally publishedYes

Publication series

NameReview of Marketing Research
Volume6
ISSN (Print)1548-6435
ISSN (Electronic)1944-7035

ASJC Scopus subject areas

  • Marketing

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    O'Hern, M. S., & Rindfleisch, A. (2010). Customer co-creation: A typology and research agenda. In Review of Marketing Research (pp. 84-106). (Review of Marketing Research; Vol. 6). Emerald Group Publishing Ltd.. https://doi.org/10.1108/S1548-6435(2009)0000006008