Essays about: "Niclas Rudin"

Found 1 essay containing the words Niclas Rudin.

  1. 1. Breaking Down the Barriers - A Quantitative Study of Co-Creation under Different Levels of Product Complexity

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Alexander Eriksson De La Rosa; Niclas Rudin; [2016]
    Keywords : Co-creation; Product complexity; Advertising creativity; Participant expertise; Advertising effort;

    Abstract : Involving consumers in the new product development process is becoming increasingly common and research has shown several benefits associated with adopting such a strategy. However, recent research, investigating the perception of co-created products among non-participating consumers, indicates that the positive effects of co-creation are absent for complex products. READ MORE