Co-creation with Customers
Co-creation with Customers
This chapter examines the tools available for companies that want to involve customers in open innovation initiatives. It explains that leaders must be able to identify suitable targets for co-creation and understand how to integrate co-creation with organizational processes. It discusses a proposed framework for structuring customer co-creation and provides examples from different companies including Fujitsu Computers, Emporia Telecom, and Muji. This chapter also considers the potential problems and organizational barriers in getting customers involved with such processes as product design, production, and marketing.
Keywords: open innovation, customers, customer co-creation, organizational processes, organizational barriers, product design, marketing
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