Co-Innovation Storytelling

Tammy L. Madsen () and David Cruickshank ()
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Tammy L. Madsen: Santa Clara University
David Cruickshank: SAP

Chapter Chapter 4 in Co-Innovation Platforms, 2022, pp 83-98 from Springer

Abstract: Abstract A co-innovation platform’s demand-side services (Demo and Showcase) generate awareness and demand through storytelling. Compelling co-innovation stories knit together material artifacts, actors’ behaviors and context to convey information and experiences. Storytelling is used to capture the attention of stakeholders and to provide learning opportunities for project partners. As individuals learn a project’s story, they draw inferences and lessons that inspire action. Co-innovation project stories are shared through materials such as physical project demos; solution briefs and cases; podcasts and videos; events; and traditional marketing content, and inform the platform’s memory. Stories that are retold contribute to new opportunities as individuals connect the past with a new idea. As a result, co-innovation stories are generative. Using cases and demo examples, this chapter describes the platform’s storytelling activities.

Keywords: Demand-side services; Demo; Showcase; Storytelling; Marketing; Ecosystem generativity (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-75977-3_4

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DOI: 10.1007/978-3-030-75977-3_4

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