Schöller Fellows Prof. Dr. Christian Baccarella and Dr. Lukas Maier published an article in the Journal of Product Innovation Management.
Their paper “The Psychological and Behavioural Consequences of Customer Empowerment in New Product Development: Situational Framework, Review, and Research Agenda” examines the psychological and behavioural effects of (active) customer involvement in all phases of a company’s product development. The authors provide a comprehensive review of existing research and develop a framework that identifies different scenarios of customer involvement and their consequences. This understanding enables companies to develop more effective customer involvement strategies that can increase success in the long term.
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