Handbook of Research on New Product Development
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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.
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Chapter 5: The paradigm shift from producer to consumer innovation: implications for consumer research

C. Page Moreau, Nikolaus Franke and Eric von Hippel

Abstract

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.

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