Virtual ‘co-creation' can be a more effective way to integrate customers into the NPD process. In our study, we examine the effectiveness of virtual co-creation in the early stages of new product development (i.e. idea generation). Specifically, we focus on multiple contingent factors that can...

To help understand the unconscious drivers of overeating, we examine the effect of health portrayals on people’s judgments of the fillingness of food. An implicit association test and two consumption studies provide evidence that people hold an implicit belief that healthy foods are less...

Increasingly, firms use more and different routes to market. This study investigates whether such heterogeneity in the variety of routes to market can be explained systematically. More specifically, the authors examine how (1) the type and level of a firm’s customer orientation and (2) the...