Cost-Effective Company Response Policy for Product Co-Creation in Company-Sponsored Online Community

Product co-creation based on company-sponsored online community has come to be a paradigm of developing new products collaboratively with customers. In such a product co-creation campaign, the sponsoring company needs to interact intensively with active community members about the design scheme of the product. We call the collection of the rates of the company’s response to active community members at all time in the co-creation campaign as a company response policy (CRP). This article addresses the problem of finding a cost-effective CRP (the CRP problem). First, we introduce a novel community state evolutionary model and, thereby, establish an optimal control model for the CRP problem (the CRP model). Second, based on the optimality system for the CRP model, we present an iterative algorithm for solving the CRP model (the CRP algorithm). Third, through extensive numerical experiments, we conclude that the CRP algorithm converges and the resulting CRP exhibits excellent cost benefit. Consequently, we recommend the resulting CRP to companies that embrace product co-creation. Next, we discuss how to implement the resulting CRP. Finally, we investigate the effect of some factors on the cost benefit of the resulting CRP. To our knowledge, this work is the first attempt to study value co-creation through optimal control theoretic approach.