Co­-creation still an innovative new product development approach?
: the impact of customer-company identification and age

  • Louis Kammerer (Student)

Student thesis: Master's Thesis


The co-creation concept was introduced at the beginning of the 21st century. Previous research stated the perceived innovation ability of co-creation in the 2010’s. Therefore, this paper examined whether this perception is still valid. Further, we are investigating the impact of customer-company identification on the perceived innovation of co-creation. Then we assess the effect of age on perceived innovation ability and customer-company identification, as well as if co-creation is still leading to favoured behavioural intentions. Our results showed that co-creation is perceived as innovative. Customer-company identification has a mediating effect on co¬creation and perceived innovation ability. Age had no effect on the innovation perception of co-creation and on the connection between customer company identification and perceived innovation ability. Due to the innovation perception, consumers still have a higher purchase intention, willingness to pay and willingness to recommend towards co-created products, compared to non-co-created products. Nevertheless, co-creation is still an effective innovation approach that companies should consider in their innovation strategy. Customer-company has a positive effect on co-creation. However, we recommend more investigation of age to gain a deeper understanding how this factors might impact the perception of co-creation.
Date of Award24 Jan 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCláudia Costa (Supervisor)


  • Co-­creation
  • Innovation
  • Customer-­company identification
  • Age cohorts
  • Purchase intention
  • Willingness to pay
  • Willingness to recommend


  • Mestrado em Gestão e Administração de Empresas

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