Co-creation with consumers: who has the competence and wants to cooperate?

Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation.

Co-creation with consumers: who has the competence and wants to cooperate?

Eric Vernette and Linda Hamdi-Kidar

University of Toulouse I Capitole

Introduction

Co-creating products and services with customers and/or consumers is a major challenge for marketing managers (Roberts et al. 2005; Maklan et al.2007; Roberts & Adams 2010). The massive use of the internet, and the development of online communities, interactive platforms and toolkits offer the potential to co-create with a large number of customers or consumers (Prahalad & Ramaswamy 2004; Piller & Walcher 2006; Füller 2010). The largest companies, such as Apple, SAP, Nestlé, Lego...

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