Value Co-Creation on Public Social Media at Different Stages of the New Product Development Process. A Case Study of a Polish Clothes Manufacturer
Value Co-Creation on Public Social Media at Different Stages of the New Product Development Process. A Case Study of a Polish Clothes Manufacturer

Summary/Abstract: This study contributes to the value co-creation theory in the context of the new productdevelopment process. The aim of this study is a comparison of interactions that lead to creationof value on public social media. The considered interactions are at diff erent stages of the newproduct development process: an idea generation and product development (crowdsourcing) andpost-launch (product off erings). The place where interactions take place is Facebook fan pageof a Polish clothes manufacturer. The DART model of value co-creation is the framework of thecomparison. The results show that interactions at the stage of ideation and product developmentphase attracted more attention from the social media users than post-launch ones. Interactionsat the stage of idea generation phase encouraged social media users to communicate with othersocial media users. It was rare with post-launch activities in the form of product off ering. Thestudy is qualitative, based on a case study of a Polish clothes manufacturer with the use of an indepthinterview and netnography.

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