Consumer co-creation during the online age of New Product Development
Sam El Nemar*
University of Balamand.
(*Corresponding Author)
Andre Khoury,
University of Balamand.
Bassel Nehmeh,
University of Balamand.
Firas Mitri,
University of Balamand.
Tala Najjar,
University of Balamand.
Nour Abboud,
University of Balamand.
Yara Maassarani
University of Balamand.
ABSTACT
This paper is a narrative literature review on the subject of co-creation during new product development. A wide range of literature is analysed and results revealed the importance of companies urgently needing to engage customers during each stage of the design of new products. Motivating customers during this process is considered one of the barriers to getting customers involved and interactive during this process. Integrating customers in new product development yields a number of benefits, as customers’ intentions leads to behavioural advantages, intellectual or educational benefits, social advantages, and personal benefits, and these personal benefits can be financial, social, and psychosocial aspects.
Keywords: Co-Creation, Customer, New Product Development, Social Media, Influence, Benefits
