Innovation, But Make It Responsible: A New Take on Co-Creation in NPD
(A2026-134057)

AUTHORS

Lamis Alshalabi, INSEEC Grande Ecole, OMNES Education, COACTIS Lyon, France; Florence JEANNOT, INSEEC School of Business & Economics; Dampérat Maud, Univ. Lyon 2, COACTIS; ELINE JONGMANS, Univ. Grenoble Alpes, Grenoble INP, CERAG, Grenoble, France

ABSTRACT

Responsible co-creation (RCC) integrates ethical, social, and environmental responsibility into new product development. This research defines and validates RCC as a process shaped by four dimensions: anticipative, inclusive, reflexive, and responsive co-creation. Through interviews with NPD professionals, a pretest survey, and a larger survey of 295 participants, the studies show that customer-oriented CSR drives RCC. In turn, RCC strengthens both innovation outcomes and financial performance. The findings highlight how embedding responsibility into collaborative innovation can support ethical, sustainable value creation and improve firm results.