The Value Of Customer Co-production In Developing New Products

The concept of customer co-production has been mentioned in the marketing literature on several occasions. The lack of a clear definition and the poor operationalization in previous literature stimulated the interest to investigate it as a growing marketing concept. This dissertation investigated the perceived value of co-production in developing new products and found that it has an influence on customers' symbolic and functional reasons for purchase. In addition, the moderating effects of business communications and customers being classified classification as early adopters of innovation were found to be significant.