Wu, Juanjuan; Kim, Angella J.; Chen, Lili; Johnson, Kim K.P. - In: Journal of Fashion Marketing and Management: An … 21 (2017) 4, pp. 453-467
Purpose In the context of crowdsourced new product development (NPD), the purpose of this paper is to investigate the optimal level of community involvement (CI) (e.g. zero, limited, and high) when creating products from the perspectives of both ordinary and advanced users. The authors also...