Customer co-creation: A typology and research agenda

Matthew S. O'Hern, Aric Rindfleisch

Research output: Chapter in Book/Report/Conference proceedingChapter


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.
Number of pages23
ISBN (Print)9780765621276
StatePublished - 2010
Externally publishedYes

Publication series

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

ASJC Scopus subject areas

  • Marketing


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