The analysis of factors influencing degree of Co-creation in B-C marketing
Fangli Qiao, Lu Zhang · 2011
Consumers are playing important role in new product development (NPD), co-creation is significant style of NPD. In this article, we outline and discuss a conceptual framework that focuses on the degree of consumer co-creation, examine the major simulators and impediments to this process, present risk management policy to control co-creation.