The Effect of Toolkits Usage on Firms’ Co-Creation and Innovation: An Empirical Study on Malaysian Manufacturing Firms

Abstract

Organizations aim to create products that accomplish customer needs. Fulfilling customer needs through customer involvement in the product innovation process via toolkits usage has seen favorable outcomes for firms. Consequently, the intention of this study is to analyze the impact of toolkits usage on co-creation and innovation, respectively. To achieve the research objectives, we propose a model that develops based on literature to examine the relationship among toolkits usage and co-creation, as well as innovation. The model was examined utilizing survey data from the manufacturing organizations. This study includes a survey of 393 manufacturing firms in Malaysia. The survey questionnaire was distributed personally and online (google link), respectively. Results confirm the effective use of toolkits on co-creation and innovation hence reinforcing the importance of openness in co-creation and innovation theory. The results assert important implications for practitioners wanting to reap benefits from individualized products through toolkits usage. In sum, manufacturers can gamer value from toolkits usage within the context of an emerging economy, like Malaysia.