Ipods and fake tan: essential ingredients for Warburtons latest bakery innovation

Phil Burgess, Niall Smith and Susie Fernside

This paper documents a case study of co-creation at Warburtons, where the standard model of consumer co-creation had been rejected, and an alternative approach, which employed the client's own staff, was proposed and adopted.

Ipods and fake tan: essential ingredients for Warburtons latest bakery innovation

Phil Burgess and Niall SmithFreshMinds Research

Susie FernsideWarburtons

AIM

Co-creation with consumers offers a number of key advantages as an approach to new product development, not least in terms of providing an opportunity to test the appeal of new concepts right at the point of creation. But what are the limitations of this approach, and what risks might co-creation with consumers carry? Are there occasions when a different approach to co-creation might be recommended?

This paper documents a case study of co-creation at Warburtons, where the standard...

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