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Transforming Jewellery Designing: Empowering Customers through Crowdsourcing in India

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  • Bijoylaxmi Sarmah
  • Zillur Rahman

Abstract

Dynamic business environment demands ‘value’ to be co-created with larger group of stakeholders and especially with customers as partners for development and growth. With this goal in mind, MNCs are engaging in value creation with the customers by largely seeking customer engagement in designing features of products and services that foster customer action and instil a sense of pride and confidence in them. The focus of this study is to investigate crowdsourcing as a tool for customer co-creation in ideation stages of new product development (NPD) through an engagement platform called ‘My Expression’. Case study methodology is applied, and secondary data are collected online mostly from firm website. Thus, this is an attempt to highlight present and future avenues of co-creation in Indian MNCs with distinct cultural and social aspects.

Suggested Citation

  • Bijoylaxmi Sarmah & Zillur Rahman, 2017. "Transforming Jewellery Designing: Empowering Customers through Crowdsourcing in India," Global Business Review, International Management Institute, vol. 18(5), pages 1325-1344, October.
    • Handle: RePEc:sae:globus:v:18:y:2017:i:5:p:1325-1344
    DOI: 10.1177/0972150917710123
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    References listed on IDEAS

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    Cited by:

    1. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    2. Beata Piatkowska, 2022. "Value Co-Creation on Public Social Media at Different Stages of the New Product Development Process. A Case Study of a Polish Clothes Manufacturer," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(14), pages 40-51.
    3. Rabindra Kumar Pradhan & Madhusmita Panda, 2021. "Human Resource Empowerment: Development and Validation of a Measurement Tool," Global Business Review, International Management Institute, vol. 22(4), pages 1019-1037, August.

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