Publicação
Developing a product that customers love: examining the effectiveness of qualitative user interviews for co-creation at the new product development stage
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Cardoso, Elizabete | |
| dc.contributor.author | Schwarze, Viktoria | |
| dc.date.accessioned | 2023-08-04T15:49:25Z | |
| dc.date.available | 2023-08-04T15:49:25Z | |
| dc.date.issued | 2023-01-16 | |
| dc.date.submitted | 2023-01-16 | |
| dc.description.abstract | The concept of co-creation enables new ways for businesses to interact with their customers in product development. Yet, the gap between successful co-creation and co-destruction is small, and research is lacking insights about promising methodologies that can be applied by startups at the new product development stage. Drawing on the example of PenPal, this study compared the insights from four mini focus groups and six individual interviews to answer the research questions on whether qualitative interviews are suited for startup co-creation. A qualitative content analysis highlighted key advantages and disadvantages of both methods and drew valuable insights for future research. | pt_PT |
| dc.identifier.tid | 203313143 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/156304 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Startup co-creation | pt_PT |
| dc.subject | Customer co-creation | pt_PT |
| dc.subject | Qualitative research | pt_PT |
| dc.subject | Focus groups | pt_PT |
| dc.title | Developing a product that customers love: examining the effectiveness of qualitative user interviews for co-creation at the new product development stage | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in International Management from the Nova School of Business and Economics | pt_PT |