Research Handbook of Innovation and Creativity for Marketing Management
Show Less

Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 5: Four decades of engaging customers in product innovation

Mai Khanh Tran


Customer co-creation has been an increasingly discussed concept within the innovation field in recent years. This study traces the development of this concept since it first appeared in 1976. By conducting content analysis of 588 academic articles and case studies, the evolution of the concept of customer co-creation has been properly depicted. Alongside the elaboration of this evolution, related issues such as the complexity and the conceptualization of types of customer values are also discussed.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.