Designing Virtual Customer Environments for New Product Development: Toward a Theory
从多个理论视角考察虚拟客户环境的设计，聚焦互动模式、知识创造、客户动机和团队整合四个主题，提出设计要素与客户价值创造及新产品开发成功之间的关系命题。
Virtual customer communities enable firms to establish distributed innovation models that involve varied customer roles in new product development. In this article I use a multitheoretic lens to examine the design of such virtual customer environments, focusing on four underlying theoretical themes (interaction pattern, knowledge creation, customer motivation, and virtual customer community-new product development team integration) and deriving their implications for virtual customer environment design. I offer propositions that relate specific virtual customer environment design elements to successful customer value creation, and thereby to new product development success.