Title:Online Co-Creation: Factors That Impact The Indian Consumers To Contribute Towards Online Co-Creation

Authors: Shekhar Rai, Prateek Singh, Poornima Tapas
Journal: International Journal of Management Research & Review
Publication date: 2016
Publisher: International Journal of Management Research & Review
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Co-creation has extended huge significance in the recent scenario of new product development (NPD). Emerging markets with a large consumer base like India/ Brazil have experienced a huge jump in this direction as number of corporates is involving consumers in the online co-creation process. Online plays a pivotal role in offering a platform for interaction between manufacturers and consumers in this context. This paper explains the impact of differences in the Indian culture on a consumer’s decision to participate in the online co-creation process and studies the causes that encourage the consumer to contribute to online co-creation. The Uses and Gratification model was used to study and classify these factors. This paper is intended to aid managers in designing a co-creation process for the online platform. It also suggests the factors that must be considered in designing the channel to encourage participation from the relevant consumer base.

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