Co-creation Initiatives: Scale Development

Abstract

As innovation becomes imperative for growth and survival, many companies engage in co-creation. While the practice of co-creation has been established by many leading companies, it is unknown how to maximize the input from consumers. There may exist a fit between the tasks that are asked of consumers and the preferences, interests, and abilities of the consumers to launch and produce new products in the market. The objective of this study is to provide measurement scale of co-creation initiatives based on Gardner’s multiple intelligences to help companies maximize the fit between their co-creation projects and consumers. Based on reliability and validity, 37-item multiple intelligence scale for new product development was developed. This scale is expected to provide theoretical and managerial implications.