Resum
Co-creation can open up a brand to the outside world and help it to generate relevant innovations. However, there is scarce empirical evidence as to how managers actually use co-creation to connect with customers and other stakeholders and build enduring innovation-oriented relationships with them. To better understand this, as well as the assumptions of managers and the barriers they encounter in realizing the potential of co-creation, the authors have conducted 20 semi-structured interviews with managers that have led co-creation initiatives for 20 brands. This research finds diverse views of co-creation - from tactical market research tool to strategic collaborative innovation method, and shows that brands can be positioned along a continuum between these two polarities. This article also presents the implications for those that want to seize the potential of co-creation.
Idioma original | Anglès |
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Pàgines (de-a) | 310-321 |
Nombre de pàgines | 12 |
Revista | Journal of Brand Management |
Volum | 24 |
Número | 4 |
DOIs | |
Estat de la publicació | Publicada - 1 d’ag. 2017 |
Publicat externament | Sí |