Journal articles
Year
2013
Abstract
Co-innovation with customers – i.e. their creative participation in 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 precautions and performance indicators.
LE NAGARD, E. et RENIOU, F. (2013). Co-innover avec les clients: entre intérêt et réticence pour les entreprises grand public. Décisions Marketing, (71), pp. 59-75.