Orcik, A.; Stojanova, T.; Freund, R. (2013): Co-Creation: Examples and Lessons Learned from South-East Europe

Das Paper Orcik, A.; Stojanova, T.; Freund, R. (2013): Co-Creation: Examples and Lessons Learned from South-East Europe wurde im Double-Blind Review Process für die Konferenz ICEIRD 2013 akzeptiert. Die Konferenz wird vom 20.-21.06.2013 in Istanbul/Türkei stattfinden. Abstract: „The purpose of this paper is to show examples of customer co-creation used by companies from South-East Europe (SEE) and define their most important characteristics. They are compared with the world’s best practices through the framework that integrates four dimensions: customers’ motives for co-creation, stage of product life cycle in which co-creation is initiated, co-creation types and platforms used for co-creation initiatives. The case study approach is used to reveal insights about the state-of-the-art in customer co-creation in SEE. The research includes studies of web-based content related to co-creation. The exploratory nature of the research means that the findings are tentative and need to be confirmed by quantitative large-scale studies. The overview of co-creation initiatives from SEE is given by highlighting the potential co-creation offers to SMEs and large enterprises. Although customer co-creation is known approach in the world, it is not commonly used by companies from the region. This study makes an original contribution by presenting lessons learned from examples of best co-creation practices in SEE. The results of the study provide management with guidelines for successful co-creation projects with an innovation- and market-oriented approach.“ Siehe dazu auch ICEIRD 2011 und ICEIRD 2012 und Veröffentlichungen.

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