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首页> 外文期刊>International journal of production economics >Engaging in or escaping co-creation? An analytical model
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Engaging in or escaping co-creation? An analytical model

机译：参与或逃脱共同创造？一个分析模型

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Customer co-creation, the practice of involving the customer in a firm's new product development, has received increasing attention. We develop a unique analytical model to study co-creation and examine the conditions under which co-creation is economically beneficial for both the customer and the firm. In our model, the customer and the firm determine (simultaneously or sequentially) their innovation share in the co-created product, directly affecting their share in the development costs and the final co-created product quality. The firm decides the product price (affecting customer demand, firm revenues and customer purchasing costs) and its level of manufacturing flexibility (affecting its unit production cost and fixed investment). Our model generates new and important insights. We show that when the consumer surplus and firm profit are both positive, both the customer and firm want to "engage"in co-creation, and when either the customer or the firm obtains a negative economic value from co-creation they prefer to avoid co-creation. We find that cocreation thrives when customers are more sensitive to quality and less sensitive to price, the environment is less investment intensive, and demand for the product is high. Under these conditions, the co-created product quality and the firm's flexibility increase. How innovation efforts are shared between the customer and the firm is an important instrument to guide the co-creation process. When the customer is first to contribute to co-creation, our results show that both the customer's share in the innovation effort and the final co-created product quality increase.
机译：客户共同创造，涉及客户在公司的新产品开发中的实践，受到了越来越关注。我们开发了一个独特的分析模型，以研究共同创造，并检查共同创造在经济上有利于客户和公司的条件。在我们的模型中，客户和公司在共同创造的产品中确定（同时或顺序），直接影响其在开发成本和最终共同创造的产品质量方面的份额。该公司决定产品价格（影响客户需求，坚定的收入和客户购买成本）及其制造业灵活性水平（影响其单位生产成本和固定投资）。我们的模型产生了新的和重要的见解。我们表明，当消费者盈余和公司利润都是积极的，客户和公司都希望在共同创造中“参与”，当客户或公司从共同创造中获得负面的经济价值时，他们更喜欢避免共同创造。我们发现Coacreation茁壮成长，当客户对质量更敏感，对价格不太敏感，环境较少，投资密集较少，对产品的需求很高。在这些条件下，共同创造的产品质量和公司的灵活性增加。客户和公司之间共享创新努力是如何指导共同创造过程的重要乐器。当客户首先有助于共同创造时，我们的结果表明，客户在创新工作中的份额和最终共同创造的产品质量增加。

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