Your customers want to work for you. They are willing to help you with everything from innovation to generating additional revenue. The question is how. From 1,723 articles on co-creation, we extracted the six ways customers help firms, and the ways firms strategically compensate customers for their productivity. The insights give executives and entrepreneurs a powerful tool for extending the reach and improving the competitiveness of organizations in industrial and consumer settings.
Kumar Rakesh Ranjan
University of Queensland
Kumar Rakesh Ranjan is a Senior Lecturer at the University of Queensland. His research is focused on co-creation, sales ecosystem, positive psychology, and service interaction. He has published his research in leading Marketing journals such as the Journal of the...
Jan H. Schumann
University of Passau
Jan H. Schumann is a professor of marketing and innovation at the University of Passau, Germany. His main research interests are online marketing, customer relationship management, and pricing of services. He is member of the Editorial Review Board of the Journal of...
Stefan Michel's major research interests are in customer-focused marketing strategy, service innovation and pricing. At IMD, he is the Dean of Executive MBA program and the faculty representative at the IMD foundation board. He teaches in the Executive MBA, Strategic...
Willamette University Atkinson Graduate School of Management
Stuart Read is a Professor at the Atkinson Graduate School of Management, Willamette University. He is a graduate of the University of Washington (PhD Marketing) and Harvard University (AB Computer Science). His research is focused on how novel artefacts are created in...
by Neeraj Kumar Kesharbani, Rohit Kumar, Manash Jyoti Borah
Achieving "continuous business growth" amidst high competition is challenging for a young company. However, Xiaomi India did it with the philosophy of...
by Hua (Meg) Meng, César Zamudio, Robert D. Jewell
Distribution channels for scented products rarely interact. Consumers either smell and buy scented products in store or purchase them online without smelling...