Modeling a cocreative process: The contributions of design and management

Maud Dampérat (), Florence Jeannot, Eline Jongmans () and Alain Jolibert
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Maud Dampérat: Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne
Florence Jeannot: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Eline Jongmans: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], UGA - Université Grenoble Alpes
Alain Jolibert: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019], INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: This research focuses on the understanding of a team creative process (or co-creative process) by adding design and management inputs to the marketing approach. It proposes and empirically tests a co-creative process based on the three stages of the design thinking method: (1) need definition, (2) idea generation, and (3) solution prototyping. This model also includes the influence of individual variables –empathy, domain-relevant familiarity, and task involvement –at different stages of the co-creative process. The results validate the mediating role of idea generation between need definition and solution prototyping and the influence of the selected individual variables. The predictive validity of the co-creative process has been tested via the evaluation of the solution by experts. Several actions are proposed at each stage of the co-creative process to enable organizations to stimulate the creativity of their new product development teams.

Date: 2019-03-18
Note: View the original document on HAL open archive server: https://hal.science/hal-03710025v1
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Published in Recherche et Applications en Marketing (English Edition), 2019, 34 (3), pp.111-137. ⟨10.1177/2051570719851712⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03710025

DOI: 10.1177/2051570719851712

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