Posted on November 16, 2013 by Matthew E May
Co-creation–companies and customers creating experiences, new products and services together–is a way of life with among the most innovative companies, and few would argue that co-creation is beneficial.
And there’s plenty of research showing that under the right circumstances and conditions customers and users can develop innovations which are both novel and have greater value for the users that what the company’s own developers come up with. Still, there hasn’t been overwhelming agreement on the how and why of it all.
A recent study by Anders Gustafsson at BI Norwegian Business School and Karlstad University in Sweden demonstrates that profitable co-creation with customers centers on the nature of the communication and interaction between the company and its customers.