Virtual customer communities enable firms to establish distributed innovation models that involve varied customer roles in new product development. In this article I use a multitheoretic lens to examine the design of such virtual customer environments, focusing on four underlying theoretical themes (interaction pattern, knowledge creation, customer motivation, and virtual customer community-new product development team integration) and deriving their implications for virtual customer environment design. I offer propositions that relate specific virtual customer environment design elements to successful customer value creation, and thereby to new product development success.
CITATION STYLE
Nambisan, S. (2002). Designing virtual customer environments for new product development: Toward a theory. Academy of Management Review. Academy of Management. https://doi.org/10.5465/AMR.2002.7389914
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