“…In this concept, the firm carried out the whole process of product design, product development, and marketing strategy creation with little or no interaction with its consumers (Normann & Ramirez, 1994;Prahalad & Ramaswamy, 2004a;Wikstrom, 1996). The interaction between customers and firms, however, has become more significant to innovation and value creation with the development of new communication technologies in the new media environments (Bitner, Brown & Meuter, 2000;Dahan & Hauser, 2002;Nambisan & Baron, 2009;Sawhney et al, 2005;Thomke & von Hippel, 2002). Firms have recognized the power of new media as a platform for cocreating value with their customers (Sawhney et al, 2005), and the process of value creation has shifted from a firm-centric perspective to personalized customer experiences through informed, networked, empowered, and active customers (Prahalad & Ramaswamy, 2004a).…”