HOW TO MOTIVATE AND REWARD CUSTOMERS IN AN O NLINE CO-CREATION PROCESS?

Maria Antikainen and Marketta Niemelä

Chapter 14 in Open Innovation: A Multifaceted Perspective:(In 2 Parts), 2016, pp 347-372 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Co-creation online is a great opportunity for companies seeking external innovation resource from their customers. Although social media have made co-creation easy, cost-efficient and fun, volunteer users need to be motivated by the company to participate in the co-creation process. This chapter provides a review of users' motivations and, in particular, how users can be motivated and rewarded for their contribution to co-creation. As an example of co-creation with customers, two cocreation cases are presented. First one concerns co-creation of a sustainable shopping centre with customers and the second one presents a case related to co-creation of local food products and services. In this chapter, also key elements for a solid rewarding strategy are presented.

Keywords: Open Innovation; Innovation Management; Innovation Economics; Crowdsourcing; Living Labs; Ecosystems; Skills and Competencies; Quadruple Helex Model; Communities of Practice; Strategy; Open Data; Multidisciplinary (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789814719186_0014 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789814719186_0014 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789814719186_0014

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().