Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
79FP
Cn
Customer Cocreation
Family
6. Innovation and New Products (II · Resources and Orientation)
Era
Period 6: Engagement and Networks, 2010s
Block
FP · Formulation, process
Tier
Landmark
Cell card
Description
Hoyer et al. conceptualized consumer cocreation in new product development, its degree and scope across development stages, and the stimulators and impediments to it.
Managerial Implications
Customers can contribute to new product development at ideation, development, commercialization, and post-launch stages, raising fit and reducing cost. Cocreation works when the firm lowers customers' cost to participate and raises their benefits, such as recognition or influence. Managers should decide which stages invite cocreation, build the platforms and incentives, and prepare to share control, because cocreation that ignores customer input quickly loses contributors.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
