customer knowledge

On Dynamic Capabilities and Customer Knowledge Co-creation

by: Chris Lawer

Based on an extensive analysis of the academic co-creation literature and my previous work into market-learning capabilities, in this paper i provide a conceptual framework of processes and capabilities for customer knowledge co-creation.

Continue Reading

Customer? Include, Include, Include!

by: Sigurd Rinde

A business organisation exists to fulfil a specific need of an individual, the customer.

But where is the customer on the organisational chart? Why does he not matter in the process of fulfilling his need? A perpetual state of hit and run?

Of course, hierarchies are command-and-control structures. No place there for a customer, unless he is willing to be bullied around.

A dilemma solved by an structural appendix: The marketing department.

Continue Reading

Find Out If You Are A Tightwad

Continue Reading

Customer Experience + Co-Creation = Kick Ass Business

by: Karl Long

I’ve been convinced for a while that the customer experience is the key to valuable co-creation in companies and organizations, and yet I have felt a bit on the fringe, so I was absolutely knocked out when I read this business week article “Ruthless Focus On Customer Experience”.

Continue Reading

Eight Styles of Co-Creation: A Model and Definitions

by: Chris Lawer

I have been working on a new framework that will help me to scope down my research into how firms can co-create knowledge with their customers.

Continue Reading

Marketing vs. Micromarketing - Moving from Mass Market to the 'Massive Market'

by: Karl Long

Isn’t micromarketing just marketing but smaller and targeting fewer people? Short answer no, and let me just preface by saying, there is so much to say on this topic that i feel like a general going into battle, you’re not all going to make it. So in the spirit of writing upside down for the web I put a table together with some preliminary ideas on how micromarketing is distinct from marketing.

Continue Reading

Community Intelligence

by: Jennifer Rice

I've been thinking a lot on community intelligence and co-creation, and a number of stories have caught my eye recently:

A couple days ago,  Reveries had a great article on the 3 stages of evolution in search.

Continue Reading

Open the Border, Let 'Em In

Continue Reading

Capabilities for Customer Knowledge Co-Creation

by: Chris Lawer

It is possible to identify a number of antecedents for both the customer and the firm to participate in co-creation through knowledge sharing. These are, firstly from the customer’s point of view:

Continue Reading
Subscribe to RSS - customer knowledge