The co-creation process in the development of nostalgic new productsVincent DUTOT, Judith PARTOUCHE-SEBBAN, Karim ERRAJAA
Purpose – The role of nostalgia in consumers’ lives and its application in the design of marketing
strategies has been highlighted in prior research. However, the role of nostalgia as well as the
consumers’ nostalgic inclination in the development of new products has not been investigated yet,
either for existing products or new ones. Hence, the purpose of this paper is to underline and
understand the collaborative process of value co-creation for both actors (companies and consumers)
in the development of nostalgic new products.
Design/methodology/approach – A double methodology was used through a netnographic study
(which is inspired by ethnography) and semi-directed interviews. Concerning the netnographic
approach, the data collection were conducted on both general and specialized social networks, web
sites and forums. The semi-directed interviews were conducted among 12 individuals. The verbatim
were analyzed through a content thematic analysis. The use of both methodologies helped to underline
recurrent and complementary findings.
Findings – The analysis highlights four main results: first, the main criteria for selection and
purchase of products and services; second, the perception and dimensions of nostalgia; third, the
link between nostalgia and consumption; and finally, the relationship between nostalgic experiences
and the co-creation process.
Originality/value – This research is the first to study the value of the co-creation process for the
development of nostalgic new products.