... satisfaction when customers participate as designers (CPD). A possible explanation for the mixed findings is the failure to distinguish different customer roles and their resulting impact on value creation. Consumer choice Customer cocreation Customer coproduction Customer expectation...

...@wbs.ac.uk © Emerald Group Publishing Limited 2012 New market Industrial services Customer cocreation Markets Customers An executive summary for managers and executive readers can be found at the end of this article. The notion of “market” has often been assumed as given...