It is now far easier for businesses to engage and interact with their customers, and accordingly many businesses reach out to their customers for ideas generation and co-creation. With roots in consumer participation, collaboration and co-creation are about humanising and innovating the product development process.
Definition
Collaboration and co-creation are the commercial practice of developing insights, brands, products and other forms of intellectual property or activity via collaboration with external consumers.
Key insights
1. Designing brands to be ‘multiplayer’ fosters collaboration and co-creation
The role of the CMO is to create a marketing operating system designed for openness and co-creation...