Directions for Future Research

This thesis sought to lay out fundamental insights into customer co-design to add to the evolving research stream within the mass customization domain. Although the literature review (part II) as well as the empirical studies (part III to V) help to better understand underlying mechanisms and close a relevant gap in research, directions for future investigations are identified, which remain open. The present chapter provides a brief overview of topics and the appropriate research questions for further research on customer co-design. With this chapter, the present thesis completes this comprehensive research journey on customer co-design and provides attractive starting points for scholars to fertilize further conversations from an academic as well as a managerial perspective. Table 19 summarizes these directions.