Co-creation Strategies and High-Tech Companies Performance

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Author	Samineh Soltanzadeh
ISSN	2307-2466
On Pages	121-128
Volume No.	3
Issue No.	3
Issue Date	May 01, 2020
Publishing Date	May 01, 2020
Keywords	Co-creation, Open Innovation, High-tech, Performance

Abstract

High-tech products have certain salient characteristics that differentiate them from low-tech marketing practices. Technology development is highly relevant to the consumers that want to apply a complex product to their daily life routines. Co-creating value with customers would help increase the high technologies performance that face high uncertainties. The aim of this article is to examine the co-creation strategies relation to performance in high-tech companies. After explaining the different co-creation strategies in the literature we examined these strategies effects on performance via structural equation modeling methodology. Research sample was Tehran university spin-off companies which are located in Science and Technology Park of Tehran University. We developed a questionnaire based on the characteristics of each strategy and asked the managers of companies to evaluate the strategies relevance to their marketing practices. Results indicate that in high-tech companies the open innovation level should be high, and co-creation is considered at a lower level. In this situation, the company follows highly open innovative strategies, but co-creation and customer collaboration is low which leads to its overall performance.

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