Innovation through community co-creation - Helnæs, Jakob;Dindorp, Camilla
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This book introduces Community Co-Creation as a new concept and explores the different phases of Community Co-Creation and how to maximise both the richness and the reach of user involvement in innovation. These two factors are closely connected to the successful outcome of the innovation process. Community Co-Creation enables innovation with both the lead users AND the target customers in turn, which is shown to qualify the innovation results significantly. Furthermore, the research suggests that the community in itself can motivate co-creators to stay engaged with the brand and the process…mehr

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Produktbeschreibung
This book introduces Community Co-Creation as a new concept and explores the different phases of Community Co-Creation and how to maximise both the richness and the reach of user involvement in innovation. These two factors are closely connected to the successful outcome of the innovation process. Community Co-Creation enables innovation with both the lead users AND the target customers in turn, which is shown to qualify the innovation results significantly. Furthermore, the research suggests that the community in itself can motivate co-creators to stay engaged with the brand and the process of co-creating, which effectively deals with one of the challenges of many other co-creation methods.
Autorenporträt
Jakob Helnæs is a faculty member at the Niels Brock American BSc in Business Administration, where he teaches various marketing courses. Camilla Dindorp is a Digital Media Strategist at DigitasLBi Denmark.