CUSTOMER INVOLVEMENT IN NEW PRODUCT DEVELOPMENT: A SYSTEMATIC LITERATURE REVIEW OF CO-CREATION STRATEGIES AND INNOVATION OUTCOMES
Keywords:
co-creation, customer involvement, new product developmentAbstract
The intensification of global competition drives companies to actively integrate customers into new product
development processes as a crucial innovation strategy. This study aims to identify, classify, and synthesize
various co-creation strategies within the new product development (NPD) process while mapping their
relationships to the resulting innovation outcomes. A systematic literature review (SLR) grounded in the
PRISMA protocol was applied by synthesizing 10 reputable indexed articles published between 2023 and 2026.
The synthesis reveals six co-creation strategy modalities operating differentially across NPD cycle stages,
encompassing online community-based approaches, immersive technology, coopetition networks, open
innovation, supplier involvement, and direct customer engagement as co-developers. The relationship between
customer involvement intensity and innovation performance follows an inverted U-shaped pattern, moderated
by relational trust, shared vision alignment, technological capability, and participant psychographic profiles.
This study enriches the conceptual framework of co-creation while providing strategic guidance for innovation
managers and academics in designing customer engagement mechanisms that are precisely targeted and
produce measurable impact on product success in the market.
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CUSTOMER INVOLVEMENT IN NEW PRODUCT DEVELOPMENT: A SYSTEMATIC
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Evan Stiawan
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