Innovating the product innovation process to enable co‐creation

Organizations now look beyond their boundaries to locate NPD resources among suppliers, lead users, customers, and consumers. Consumer involvement in an innovation process implies considerable changes traditional practice management. Consumers become partners co-creation, a form of open innovation, not mere objects study. However, what is little known how managers can innovate enable co-creation. This paper presents in-depth, single case study global confectionery brand its multinational owner. We discuss the co-creation undertaken both product itself. propose for new development implicit with adoption.