A Value Co-Creation Model with Customers in the New Product Development Process of Organizations with Complex Products and Systems

Articles in Press

Document Type : Original Article

Authors

1 دهکده المپیک- دانشگاه علامه طباطبایی- دانشکده مدیریت و حسابداری

2 Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, I. R. Iran

Abstract

In contemporary industrial environments, new product development in organizations with complex products and systems is characterized by high levels of technological uncertainty, systemic interdependencies, and stakeholder diversity. Under such conditions, customer value co-creation has emerged as an increasingly important approach for managing complexity and enhancing the effectiveness of product development. The purpose of this study is to develop a comprehensive conceptual model for customer value co-creation in the NPD process of organizations with complex products and systems. Adopting a qualitative approach, this research employs a meta-synthesis method based on Cochrane’s seven-step framework. Following a systematic search and screening process, 39 high-quality national and international scholarly articles were selected and analyzed using thematic analysis. The findings indicate that value co-creation is a multidimensional, systemic, and dynamic phenomenon that unfolds across six interrelated levels: (1)the context of system complexity and architecture, (2)theoretical logics of value creation, (3)process mechanisms of co-creation in product development, (4)actors and interaction mechanisms, (5)enabling organizational structures and capabilities, and (6)managerial and performance outcomes. Value co-creation in complex organizations is not a discrete activity but rather a networked and cyclical process realized through resource integration, mutual learning, and systemic coordination. Theoretically, the study advances value co-creation literature by introducing systemic and architectural dimensions largely overlooked in prior research. Practically, it offers managers of complex organizations an actionable framework for designing and governing customer participation in a purposeful, stage-based manner aligned with system complexity.

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New Marketing Research Journal

Articles in Press, Accepted Manuscript
Available Online from 31 August 2026

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History

  • Receive Date: 09 February 2026
  • Revise Date: 18 July 2026
  • Accept Date: 31 August 2026

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