Consumer contribution to product development in the nordic sports industry : Passionate consumers pose benefits for and challenges to companies

• The sports industry is a pioneer in involving consumers in product development. Four key consumer and user groups can be identified in Nordic product development of sports equipment and services: user innovators, professional users, enthusiastic amateurs, and passionate insiders. The identified groups all comprise of passionate consumers and users, which are willing to co-operate with companies because of mutual benefit of better product development. While this approach has proven fruitful for the Nordic sports companies, we argue that attention should also be paid to non-passionate consumers. 

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