Abstract
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.
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