Can we learn together?: co-creating with consumers

Deborah Roberts, Susan Baker and David Walker

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers.
  

Can We Learn Together?

Co-creating with Consumers

Deborah Roberts and Dr Susan BakerCranfield UniversityDr David WalkerSynectics Europe

INTRODUCTION

Marketing success is contingent upon the adoption of innovations, new products, services, processes and ideas. In turn this is dependent upon consumers' acceptance and perceptions of an innovation. Traditionally, the consumer is treated as a 'passive' player in the marketing process or, at best, a 'pseudo partner' within a relationship marketing context. It is, therefore, not surprising that innovation remains a high-risk activity and is notorious for its high rates of failure. Thus, a new...

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