Boosting creativity in co-creation with consumers in the fuzzy frontend of new product development: A literature review and organizing framework

Interest in consumer co-creation in the fuzzy front-end of the new product development (NPD) process has increased in recent years. It is generally acknowledged that integrating consumers into collaborative idea generation leverages the potential of social interactions, knowledge sharing and collective creativity, and it may improve the success of NPD. Despite extensive literature on value co-creation, little is known about how creativity can be enhanced and encouraged in this process. Based on a thorough literature review, the author develops an organising framework and six propositions on how creativity can be stimulated at the fuzzy front-end of the innovation process. By exploring the relevant literature, this study extends the understanding of the role that creativity plays in co-creation for NPD and provides some guidelines that may help boost the creative output and interest in co-creation activities during the development stage of an idea.