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...