The co-creation continuum: From tactical market research tool to strategic collaborative innovation method

Nicholas Ind, Oriol Iglesias, Stefan Markovic

Producció científica: Article en revista indexadaArticleAvaluat per experts

100 Cites (Scopus)

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 originalAnglès
Pàgines (de-a)310-321
Nombre de pàgines12
RevistaJournal of Brand Management
Volum24
Número4
DOIs
Estat de la publicacióPublicada - 1 d’ag. 2017
Publicat externament

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