Purpose: Co-creation along the new product development (NPD) seems the winning approach in nowadays market. The purpose of this paper is to explore the collaboration and interaction flows between suppliers and customers in co-creation initiatives devoted to NPD. Design/methodology/approach:...

Purpose – The purpose of this paper is to explore the marketing‐supply chain management (SCM) interface in new product development (NPD) processes through a contingent approach. Design/methodology/approach – The study endorses Thompson's taxonomy of interfaces – pooled interdependence,...

Covers -- Editorial advisory and review board -- Guest editorial -- Co-creation with customers and suppliers: an exploratory study -- Australian food retail supply chain analysis -- Customer influence on supply chain management strategies -- Leveraging customer knowledge to enhance process...