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Customer participation is defined as a collaborative NPD activity in which customers actively contribute to idea generation, selecting various attributes of a new product offering, and acting as a co-developer of new products and services (Hoyer et al.
The new approach to NPD differs from the traditional approach in that it integrates customers into firm processes and acts as a relational tool for co-development of new products.
While firms that utilize customer participation focus on using customers as an information resource, co-developer, or product tester (Fang, 2008), open innovation concerns outsourcing NPD to user communities on a permanent basis (Schreier et al.
Customer participation is a collaborative NPD activity in which customers actively contribute to idea generation, selecting various attributes of a new product offering, and acting as a co-developer of new products and services (Hoyer et al.
Coviello and Joseph (2012) suggest that entrepreneurial firms that co-develop products and services together create more innovative and successful products.
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