Customers as Co-Innovators: An Initial Exploration of Its Strategic Importance

The following sections are included:

• Introduction

• Customer Value Co-Creation As a Path to "Prime Mover-Ship"

• Welcoming Customers into Co-Innovation

• Historical Examples of Customer Co-Innovation

• Co-Innovation is Not Always a Good Idea

• A Strategic View of Customer Co-Innovation

• Toward a Typology

• Cases Illustrating the Typology

• Toward a Strategic Management of Customer Co-Innovation

• Conclusions

• References