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NEW PRODUCT DEVELOPMENT: IMPLICATIONS OF CO - CREATION

10.15660/AUOFMTE.2016-2.3235

Iuliana Georgiana AGAFITEI, Silvia AVASILCAI

iuliana.agafitei@gmail.com

Volume XXV (XV), 2016/2

Taking into consideration the shift from product or firm-centric approach towards the multiple personalized interactions of the client with a product, this paper marks the company and client perspective regarding co-creation. In the past years, more companies started to consider involving customers in different stages of product development, with notable success. Replacing the classic way of assessing customer needs – by market research but without a straight the forward way of matching a solution to it, co-creation has proven to be a relevant and competitive advantage for those companies that are able to assume the risks, build and control the co-creation process.

Keywords: Co-creation, new product development, clients motivation, company benefits

ISSN 1583-0691, CNCSIS "Clasa B+"