rapid increase in co-creation between firms and customers. However, since the time researchers defined co-creation with … customers broadly as all collaborative activities between firms and customers to create mutual value, different forms of co …, multiple co-creation cases from six firms (i.e., MyStarbucksIdea, Threadless, Quirky, Sum of All Thrills, APT CB2, American …

managerial efforts. There are two types of firms, incumbents and entrants. Each incumbent firm delegates its control to a manager … and cannot observe the manager's total effort. The managers of incumbent firms allocate their effort to two different … the number of incumbent firms, has two effects: an "output effect" which decreases the managerial incentive for productive …