Process benefits of virtual co-creation: a case study

COVID19 pandemic has increased the use and importance of virtual collaborations and virtual co-creation as part of new product development has increased with this trend. Co-creation has been shown to improve companies innovation processes and virtual co-creation has tremendous opportunities to increase value creation opportunities. However, we still have scant knowledge on the benefits and challenges of virtual co-creation in B2B environment and hence, this paper reports a case study on transforming traditional linear, internal NPD process into virtual co-creation process. We explicate the benefits and challenges arising in this process both to the focal firm and its stakeholders as well.