Modeling the degree of Co-Creation in NPD phases: Predictors and Outcomes.
(A2024-119909)

AUTHORS

Lamis Alshalabi, INSEEC Business School; Florence JEANNOT, INSEEC School of Business & Economics; Dampérat Maud, Univ. Lyon 2, COACTIS

ABSTRACT

This study aims to create a comprehensive scale for assessing co-creation in New Product Development (NPD) from an organizational viewpoint. Integrating various theories such as Service-dominant (S-D) logic by Vargo et al (2017), and the COM-B theory by Michie et al. (2014). It explores predictors of co-creation degrees—opportunities, motivations, capabilities—linked to financial, innovation, and employee creativity outcomes. Integrating CSR into product policy, it introduces new measurement scales, including a CSR mimic scale and the Hoyer et al. (2010) Co- creation model. Surveys involve 129 pre-tests and 235 main study participants globally in the Culture and Creative industry. Robust statistical analyses validate findings showing organizational motivations and opportunities predict co-creation capabilities, jointly influencing co-creation degrees with CSR. Co-creation significantly impacts financial, innovation performances, and employee creativity, serving as a mediator between antecedents and outcomes.