Avancerad sökning

Hittade 2 uppsatser som matchar ovanstående sökkriterier.

1. 1. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Författare :Jennie Padron Benitez; Sara Sahlquist; [2018]
   Nyckelord :consumer co-creation; new product development; customer-based brand equity; non-participating consumer responses; virtual customer integration;

   Sammanfattning : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. LÄS MER

3. 2. Crowdsourcing, more than an innovation partner? A quantitative study of the effects of crowdsourcing on consumer responses

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Greta Linander; Vivianne Yance; [2017]
   Nyckelord :crowdsourcing; ideation contest; crowdsourcing contest; new product development; brand attitude;

   Sammanfattning : This paper focuses on non-participating consumers' overall attitudes towards brands using crowdsourcing activities, specifically ideation contests, in new product development. As technology has enabled businesses and consumers to interact easier, crowdsourcing has become more popular, but research on responses to crowdsourcing activities is limited. LÄS MER