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