Impact of co-creation on innovation capability and firm performance: a structural equation modeling
Main Article Content
Keywords
Co-creation, Innovation Capability, Firm Performance, SEM.
Abstract
Traditional firms used to design products, evaluate marketing messages and control product distribution channels with no costumer interface. With the advancements in interaction technologies, however, users can easily make impacts on firms; the interaction between costumers and firms is now in peak condition in comparison to the past and is no longer controlled by firms. Customers are playing two roles of value creators and consumers simultaneously. We examine the role of co-creation on the influences of innovation capability and firm performance. We develop hypotheses and test them using researcher survey data. The results suggest that implement of co-creation partially mediate the effect of process innovation capability. We discuss the implications of these findings for research and practice on the depict and implement of unique value co-creation model.
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Article Details
Fatemeh Hamidi, Amirkabir University of Technology
PhD Candidate at the Faculty of Industrial engineering and management systems, Amirkabir Univer- sity of Technology, while she studied one year of her Ph.D. program in Ljubljana University, Slovenia. She was graduated in MBA from Jamia Hamdard University in New Delhi, India. Her main areas of interest are: New Product Development, Management Systems and Marketing. For the time being she is studying in Co-creation area.
Naser Shams Gharneh, Amirkabir University of Technology
Associate Professor at Amirkabir University of Technology. He earned his PhD in management and
productivity from Manchester Business School. Over the last 30 years he has been involved in many
managerial, cultural, social and scientific activities at national and international levels. He has published
8 books and more than 80 papers both in Persian and English in top academic and research journals. He
is now the Director of Industrial Engineering and Productivity Research Centre at Amirkabir University
of Technology, as well as being a member of several scientific societies and editor and reviewer of several
research journals.
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