Abstract
Innovations often modify the nature and/or extent of customer co-production (Eiglier et al. 1977). Such modifications affect customer evaluation of innovation characteristics (Lovelock and Young 1979). In fact, Prahalad and Ramaswamy (2003) view co-creation as the “next practice and the future of innovation” programs. By exploring the associations between co-production and innovation characteristics, this research links two previously unrelated streams of research: service characteristics and diffusion of innovations.
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CITATION STYLE
Zolfagharian, M. A., & Paswan, A. (2015). Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 156). Springer Nature. https://doi.org/10.1007/978-3-319-11797-3_90
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