Abstract (eng)
Consumer co-creation in the NPD process has become a focal point for corporations as well as for scientific research. An answer to the highly dynamic and competitive environment in the world markets, which results from globalization, also affects companies and their new product development strategies. A novel product development strategy that has increasingly been applied by corporations in the last decade strives for exploiting consumers’ ideas, know-how and creativity. The relevant topics like NPD and consumer co-creation were observed and analyzed separately. Hence, this master thesis aims to deliver a holistic approach by conducting a literature review and a study of the European market.