Working Papers

Post-Purchase Co-Creation: Consumer Segmentation in Consumer-Driven Collaborative Product Development

Keith Marion Smith, Northeastern University, John Hulland, University of Georgia, and Andrew Stephen, University of Oxford

Jul 5, 2017

Post-purchase co-creation can offer unique levers to influence consumers. This investigation of online communities and consumption of software products identifies three important segments requiring different marketing strategies: co-creation creators, co-creation consumers, and core consumers. 

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