Co-creating products and services with customers and/or consumers is now a major challenge for marketing managers.
With upstream co-creation the consumer can participate from the product idea to its conception, through its test phases and even as far as the advertising campaign. it comprises programs such as DELL’s “Idea Storm”. Toolkits integrated into interactive platforms make it possible to conceive new designs or even to create truly new products.
This co-creation is relevant to the search for new product or service ideas with customers (at the front end stages of the innovation process), but also at the final stages, by creating messages or advertising videos.
Brands and companies like Nivea, Orange, SFR, Microsoft and Proctor & Gamble have invested in such upstream co-creation. Specialized marketing institutes such as Innocentive, e-Yeka or Hyve manage and organize these companies’ calls for contributions also called “challenges”.
|From Upstream to Downstream Co-creation|
Nike + I Pod
Vargo, S.L. & Lusch, R. F. (2008) Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36, pp. 1–10
Vernette, E et Hamdi-Kidar L. (2013), Co-creation with consumers : who has the competence and wants to cooperate, International Journal of Market Research, 55, 4, 539-561.