The objective of this paper is to discuss the impact of social media on customer co-creation in the innovation process. Customer co-creation denotes an active, creative and social collaboration process between producers and customers (users), facilitated by a company, in the context of new...

Netnography i.e. the systematic observation and analysis of online communities to generate insights for an innovation process, has been established as a method of user innovation in consumer goods industries. In this study we apply this technique for the first time in the context of a complex,...