Professor Krafft publishes two articles in the prestigious Journal of Service Research

Professor Krafft will publish two articles in issue 3 of the Journal of Service Research (JSR) which will be released in August 2010. In addition, five more articles in this issue are of authorship of IfM or MCM employees. The JSR is ranked as an A journal.

In the editorial "Customer Engagement as a New Perspective in Customer Management", which is written by Prof. Krafft in co-authorship with his colleagues Peter Verhoef (Groningen) and Werner Reinartz (Cologne), customer engagement is described as a phenomenon of customer behavior which goes beyond simple purchase transactions. In this conceptual framework the authors present a number of implications for future research.

The article "Consumer Co-Creation in New Product Development" by Prof. Dr. Krafft, written in collaboration with his colleagues, Wayne Hoyer (Austin), Matilda Dorotic (Groningen), Rajesh Chandy (London), and Siddharth Singh (Houston) deals with the rather unexplored field of "Consumer Co-Creation". Against the background of increased availability of information and modern communication technologies, the authors show how consumers can be involved in the process of new product development and what their contribution is. In addition, they discuss the consequences of cooperation for both companies and consumers.