Designing Virtual Customer Environments for New Product Development: Toward a Theory
Abstract
Virtual customer communities enable firms to establish distributed innovation models that involve varied customer roles in new product development. In this article I use a multitheoretic lens to examine the design of such virtual customer environments, focusing on four underlying theoretical themes (interaction pattern, knowledge creation, customer motivation, and virtual customer community-new product development team integration) and deriving their implications for virtual customer environment design. I offer propositions that relate specific virtual customer environment design elements to successful customer value creation, and thereby to new product development success.
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The positive impact of collaborations among patients, physicians, and other actors on health outcomes has justified the significance given to the health care domain in investigating the cocreation of value.
“The positive impact of collaborations among patients, physicians, and other actors on health outcomes has justified the significance given to the health care domain in investigating the cocreation of value [30].”
From Improving the Theoretical Understanding Toward Patient-Driven Health Care Innovation Through Online Value Cocreation: Systematic Review (2020) · cites this paper as [30]
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- Authors
- Nambisan, S.
- Affiliations
- Rensselaer Polytechnic Institute (US)
- Corresponding author
- Nambisan, Satish
- ORCID
- Nambisan, Satish
- Venue
- The Academy of Management Review
- Publisher
- Academy of Management
- Published
- 2002-07
- Volume
- 27
- Issue
- 3
- Pages
- 392
- ISSN
- 0363-7425 (ISSN-L)
- OpenAlex
- W2159981385
- Cited by
- 1,026
- References
- 88
- Citations by year
- 2026: 13 · 2025: 21 · 2024: 27 · 2023: 37 · 2022: 40 · 2021: 47 · 2020: 50 · 2019: 36 · 2018: 66 · 2017: 53 · 2016: 69 · 2015: 94 · 2014: 80 · 2013: 63 · 2012: 74
- FWCI
- 65.01
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Academy of Management Review (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Physical Sciences › Computer Science › Computer Science Applications › Open Source Software Innovations
- Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
- Keywords
- new product development, customer co-creation, distributed innovation, consumer motivation, knowledge production, interaction patterns, team integration, customer value creation, virtual environment design
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