Synergistic Co-Creation: A Blend of Art and Science

The importance of a strategic partnership between the client, market research agency and end consumer are demonstrated in this presentation through two case studies wherein the agency partnered with the client to gain insights into designing and positioning offerings, thereby expediting 'go to market strategies'.

Synergistic Co-Creation: A Blend of Art and Science

Deepa SomanLumière Business Solutions Pvt. Ltd., India

Prakash DadianiGodrej Industries, India.

INTRODUCTION

Synergy is the working together to produce an effect greater than the sum of the individual effects. Co-creation is the coming together of two words, 'cooperate' and 'creation'.

This paper titled 'Synergistic Co-creation: A blend of art and science' tables a coming together to create a small facet of the transformational change vision of Godrej Industries. This vision was brought alive by the Godrej Strategic Marketing Group (SMG) at Godrej ably partnered with Lumière, the research agency.

This...

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