Co-creation – a new way of innovating with consumers
Andrew Needham
It is no secret that the past 20 years have seen a major decline – some would say the slow death – of corporate and brand innovation, but the debate about why, and what...
Co-creation – a new way of innovating with consumers
This article argues that, contrary to much received wisdom, consumers are good sources of innovative ideas, and marketing companies would do well to collaborate with them.
