 Customisation and co-creation revisited: Do user types and engagement strategies matter for product innovation success?Nebojsa Stojcic, Marina Dabic () and Sascha Kraus Technovation, 2024, vol. 134, issue C Abstract: User engagement is widely recognised as beneficial for the innovation efforts of firms scarce with internal resources but our knowledge about the relevance of user types and engagement strategies is scarce and mostly limited to the front-end phases of the innovation process. To fill this gap, we use data from over 10,000 companies operating in four emerging innovation ecosystems in Central Europe and examine the contribution of users to product development, distribution, market positioning and the commercialisation of innovations. The results show that user engagement through customisation and co-creation promotes the success of the innovation process, with the impact of co-creation being much stronger. Consumers, intermediary users (businesses) and public sector users play different roles at different stages of innovation. These findings provide important insights for firms seeking to optimise their user engagement strategies in product innovation management. Keywords: User engagement; User types; Innovation; Co-creation; Customisation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:techno:v:134:y:2024:i:c:s0166497224000956 DOI: 10.1016/j.technovation.2024.103045 Access Statistics for this article Technovation is currently edited by Jonathan Linton More articles in Technovation from Elsevier |
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