Part I – Introduction

  • Leontin Karl GrafmüllerEmail author
Part of the Markt- und Unternehmensentwicklung Markets and Organisations book series (MAU)


Creating and designing products together with customers is not a new phenomenon in innovation research. Already in the early 1970s, researchers such as Nigel Cross have called for major rethinking and more customer integration in product design processes. Formerly discussed as participatory design (Cross, 1972), it has gained heavy interest almost half a century later in both innovation research and practice referred to as customer co-creation (Gemser & Perks, 2015; Mustak, Jaakkola, & Halinen, 2013; Piller, Ihl, & Vossen, 2010; Prahalad & Ramaswamy, 2004a).


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Copyright information

© Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

Authors and Affiliations

  1. 1.LeipzigGermany

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