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.
About Rutgers Business Review
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...
Executive Insights: An Interview with Bill Imada, Chairman and Chief Connectivity Officer at IW Group
by Stacy Smollin Schwartz
I discussed the latest marketing trends with Bill Imada, Chairman and Chief Connectivity Officer at IW Group and the co-founder of the National Millennial Gen Z...
The Future of Marketing: Interview with Andrea Terrassa, Global COO Dentsu Creative and COO Dentsu Americas
by Francisco J. Quevedo
In the context of the 5th Annual RBS Marketing Summit, we interviewed the opening keynote speaker, Andrea Terrassa, Global COO of Dentsu Creative and COO of...