co-creation

Insight from Online Communities: 4. Rating and Voting

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The Future of Management Books

by: Alexander Osterwalder

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Co-creation in Luxury Brands?

by: Jennifer Rice

I've been thinking about the concept of co-creation as it relates to upscale/luxury hotels. There is certainly a macro-trend from Experience Economy (ie. here is the experience we're creating for you) to Participation Economy (ie. here is the space in which you can participate to create your experience.)

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Product Innovation and Co-creation at MyStarbucksIdea

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The Co-creation Spectrum

by: Matt Rhodes

Over the past few days we have posted five types of co-creation. From those which involve only the customer and their own product to those which don’t involve the brand at all. These types can be seen as on a spectrum of co-creation with the following characteristics and variables:

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Co-creation 5: Community Product Design

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Co-creation 4: New product Co-creation

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Co-creation 3: Service redesign

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Co-creation 2: Real-time Self-service

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Co-creation 1: Mass Customisation

by: Matt Rhodes

Mass customisation is at one end of the co-creation spectrum - each product is customised for the particular customer who is purchasing it. Unlike what we often think of as co-creation, the individual customer does not influence the product for others. But they co-create their own product with the brand to deliver a customised version.

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