Co-innover avec les clients: entre intérêt et réticence pour les entreprises grand public

Emmanuelle Le Nagard () and Fanny Reniou ()
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Emmanuelle Le Nagard: ESSEC Business School
Fanny Reniou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Co-innovation with customers: between interest and reluctance for BtoC companies Co-innovation with customers - i.e. their creative participation to the development of new products / services, is a phenomenon that creates a strong enthusiasm, both among professionals and academics. This article aims at focusing on the perception of this practice by companies in order to identify its perceived interests – commercial acceptability, stimulation of creativity and customer relationship – but also its potential barriers – customers lack of skills, cost of the practice and absence of control. It concludes with some recommendations to be considered for its implementation, in terms of participants to engage in each stage of the process but also in terms of precau- tions and performance indicators.

Keywords: BtoC.; new products / services; innovation process; co-innovation; grand public.; processus d’innovation; nouveaux produits/services (search for similar items in EconPapers)
Date: 2013-09
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Citations: View citations in EconPapers (8)

Published in Décisions Marketing, 2013, 71, pp.59-75. ⟨10.7193/DM.071.59.75⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02386313

DOI: 10.7193/DM.071.59.75

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