Co-Creative R&D Process with An Influencer: A Case Study of A Stationery Manufacturer

Belal, HM ORCID: 0000-0001-6737-1445, Nakamura, H and Shirahada, K (2026) Co-Creative R&D Process with An Influencer: A Case Study of A Stationery Manufacturer. Journal of Open Innovation: Technology, Market and Complexity, 12 (2). ISSN 2199-8531

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Abstract

This study redefines influencers as potential co-creators in the open innovation processes of B to C (business-to-consumer) manufacturers, moving beyond their traditional role as marketing collaborators. While previous research has primarily viewed influencers as tools for brand promotion and consumer persuasion, this paper demonstrates their ability to contribute across the entire research and development (R&D) cycle from idea generation and prototyping through market validation to commercialization. Based on a case study of a stationery manufacturer, this study reveals that influencers who possess specialized knowledge, are well-versed in users’ product usage experiences, and have strong communication skills provide users with multifaceted experiential value that complements the functional value of products, encompassing both intellectual and emotional dimensions. Among influencers, “knowledge influencers” those who excel particularly in specialized knowledge are most effective at achieving this with a high degree of accuracy. However, their contribution to service transformation may be limited by corporate organizational circumstances and the boundaries of their professional activities. By redefining influencers as intermediaries in co-creative R&D, this study extends open innovation theory and provides new insights into the requirements for and integration of external knowledge in product and service innovation.

Item Type:	Article
Uncontrolled Keywords:	Influencer, B to C manufacturer; open innovation; servitization; multifaceted experiential value; 1099 Other Technology; 1599 Other Commerce, Management, Tourism and Services; 3507 Strategy, management and organisational behaviour
Subjects:	H Social Sciences > HF Commerce > HF5001 Business
Divisions:	Liverpool Business School
Publisher:	Elsevier
Date of acceptance:	5 May 2026
Date of first compliant Open Access:	21 May 2026
Date Deposited:	21 May 2026 12:42
Last Modified:	21 May 2026 12:42
DOI or ID number:	10.1016/j.joitmc.2026.100789
URI:	https://researchonline.ljmu.ac.uk/id/eprint/28591

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