網路與數位科技進展與賦權下，使消費者從過去被動接收產品，轉向為主動參與的角色，成為產消合一者（Prosumer）。相較於資源充沛的大型企業，資源有限的新創公司透過顧客參與共創，是一種獲取外部資源來補足內部短缺的有效方式。本研究旨在探討新創公司在新產品開發過程中，與顧客共創之內容，包含公司共創形式、動機和共創平台、顧客屬性及顧客涉入於開發之面向。採用多重個案研究法，並藉顧客共創架構和共創設計框架，提出個案在新產品開發各階段中與顧客的共創架構、顧客貢獻之面向，以及瞭解企業屬性如何影響共創內容，最終提出與顧客共創之建議。研究成果發現顧客共創能發生在新產品開發各階段中，並有不同動機與成效，同時顧客在新產品開發各階段中，都能在企業設計、製造、分銷上產生貢獻與協助。與顧客共創能幫助企業將資源作較精確的利用，制定設計與行銷上的策略，降低產品開發的不確定性，提高產品的市場需求度。同時顧客藉由參與共創作為心理動機，能幫助產品向外推廣，且在產品發佈後，持續幫助產品維護與更迭，並容易形成長期社群關係，共同與企業成長。

In the development of the Internet and digital technology, consumers have shifted from a passive recipient of products to an active role in new product development, becoming a prosumer. Compared with large enterprises with abundant resources, startups have limited resources and therefore, co-creating with customers is a way to effectively access external resources and knowledge. This paper aims to understand how a startup co-creates with customers in new product development process, from ideation to launch. This study adopts a multi-case study method. According to Co-creation design framework and framework of consumer co-creation to construct the case's framework of customer co-creation in NPD, the contribution of the customer in each stage, how firm's attributes affect co-creation content and propose some advice ultimately. The results show that customer co-creation can occur in all stages of NPD, and has different motivation and effectiveness. Also, customers can contribute and assist in design, manufacture, and distribution of startup's NPD. Co-creation with customer can help startups make more accurate use of resources, develop strategies for design and marketing, reduce the uncertainty of product development, and improve the market demand of products. At the same time, customers help products promote by participating in co-creation as a psychological motivation, and after product launch, keep on help offerings maintenance and iteration, building the long-term community relations.

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