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The co-creation continuum: from tactical market research tool to strategic collaborative innovation method

Author

Listed:
  • Nicholas Ind

    (Kristiania University College)

  • Oriol Iglesias

    (ESADE - Universitat Ramon Llull)

  • Stefan Markovic

    (Copenhagen Business School)

Abstract

Co-creation can open up a brand to the outside world and help it to generate relevant innovations. However, there is scarce empirical evidence as to how managers actually use co-creation to connect with customers and other stakeholders and build enduring innovation-oriented relationships with them. To better understand this, as well as the assumptions of managers and the barriers they encounter in realizing the potential of co-creation, the authors have conducted 20 semi-structured interviews with managers that have led co-creation initiatives for 20 brands. This research finds diverse views of co-creation—from tactical market research tool to strategic collaborative innovation method, and shows that brands can be positioned along a continuum between these two polarities. This article also presents the implications for those that want to seize the potential of co-creation.

Suggested Citation

  • Nicholas Ind & Oriol Iglesias & Stefan Markovic, 2017. "The co-creation continuum: from tactical market research tool to strategic collaborative innovation method," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 310-321, August.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:4:d:10.1057_s41262-017-0051-7
    DOI: 10.1057/s41262-017-0051-7
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    References listed on IDEAS

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