Product development: Co-creation is here - we can't ignore it
Doron Meyassed, Philip Burgess and Priscilla Daniel
Doron Meyassed, Philip Burgess and Priscilla Daniel argue that co-creation is one of the most powerful, modern-day sources of competitive advantage. It's also one of the most misunderstood.
The major trends affecting the business environment — globalisation, the necessity of speed, the importance of innovation, the empowerment of consumers, aided by technological innovation - all support the increasingly strategic use of co-creation activities.
A recent IBM survey of 1,500 global CEOs concluded that 'the most successful organisations are those...