This paper examines a development process in which a firm explores alternative approaches for the development of a single product. To do this, the firm employs competing internal teams, but it also needs to involve key suppliers who are responsible for the development of a key component (or...

We investigate the phenomenon of sourcing co-created products. Specifically, we study how a multi-product downstream firm should source from the upstream market, that is single-source versus multi-source, in a situation where the products are co-created with the suppliers. We conceptualize...