Co-creative R&D process with an influencer: A case study of a stationery manufacturer

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.