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

Nicholas Ind (), Oriol Iglesias () and Stefan Markovic ()
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Nicholas Ind: Kristiania University College
Oriol Iglesias: ESADE - Universitat Ramon Llull
Stefan Markovic: Copenhagen Business School

Journal of Brand Management, 2017, vol. 24, issue 4, No 2, 310-321

Abstract: Abstract 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.

Keywords: Brand management; Co-creation; Innovation; Market research; Qualitative research (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (31)

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DOI: 10.1057/s41262-017-0051-7

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