Rulemaking or Playmaking? Implications of the emerging co-creation landscape
Felix Koch and Nick Coates
Another paper about co-creation? Haven’t we heard it all already? The reader might be forgiven for stifling a yawn at this point. After all co-creation may be growing in ‘buzz’, but in terms of hard economic realities it is still much smaller than the market for traditional market research, which is also losing ground at a slower rate than the apostles of new MR might have you believe.
So should something small (but growing) get more attention than something huge (albeit shrinking)? Well,...