Handbook of Research on New Product Development
Show Less

Handbook of Research on New Product Development

Edited by Peter N. Golder and Debanjan Mitra

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. Managers will benefit from the handbook by expanding their knowledge of new product development and researchers will learn about opportunities to continue expanding on this body of knowledge.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 5: The paradigm shift from producer to consumer innovation: implications for consumer research

C. Page Moreau, Nikolaus Franke and Eric von Hippel


Fueled by technology, many consumers are now generating their own web content, designing products for themselves and others, collaborating to create new products, and forming communities to create brands and brand meaning. Despite these radical shifts in consumer behavior, the traditional view of the consumer as a rather passive recipient of marketer-generated products and brands remains relatively intact among consumer behavior researchers. As consumers are becoming increasingly involved in the creation of products, they are taking on roles traditionally held exclusively by firms. The goal of this chapter is to stimulate research on consumer innovation by offering a conceptual overview of this paradigm shift, reviewing the research that has addressed different aspects of the shift, and identifying new areas of research created by it.

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.