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Managing your co-creation mix: co-creation ventures in distinctive contexts

Thorsten, Roser, DeFillippi, Robert and Samson, Alain (2013) Managing your co-creation mix: co-creation ventures in distinctive contexts. European Business Review, 25 (1). pp. 20-41. ISSN 0955-534X

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Abstract

Purpose – The purpose of this paper is to make a contribution to co-creation theory by integrating conceptual insights from the management and marketing literatures that are both concerned with co-creation phenomena. It aims to develop a reference model for comparing how different organizations organize and manage their co-creation ventures. It also aims to apply the authors' framework to four distinct cases that illustrate the differences in co-creation practice within different co-creation environments. Design/methodology/approach – The authors compare four different companies based on case profiles. Each company is employing its own distinct approach to co-creating. The authors employ a method mix including literature analysis, structured interviews, document and web site analysis, as well as participation. Findings – The reference model offers a set of useful dimensions for case-based inquiry. The case comparisons show how firms may decide to systematise and manage a mix of co-creation activities within B2B versus B2C contexts, utilising either crowd-sourced or non-crowd-sourced approaches. Further, the case comparisons suggest that there are less differences in B2B versus B2C co-creation as compared with crowd-sourced versus non-crowd-sourced approaches. Ultimately, implementation decisions in one dimension of co-creation design (e.g. whom to involve in co-creation) will affect other dimensions of implementation and governance (e.g. how much intimacy) and thus how co-creation needs to be managed. Originality/value – The paper presents case comparisons utilising B2B versus B2C, as well as crowd versus non-crowd-sourcing examples of co-creation and an original decision support framework for assessing and comparing co-creation choices.

Item Type: Article
Official URL: http://www.emeraldinsight.com/products/journals/jo...
Additional Information: © 2013 The European Business Review
Library of Congress subject classification: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Sets: Research centres and groups > Management Science Group
Departments > Social Psychology
Research centres and groups > London Multimedia Lab for Audiovisual Composition and Communication
Research centres and groups > LSE Enterprise
Rights: http://www.lse.ac.uk/library/usingTheLibrary/academicSupport/OA/depositYourResearch.aspx
Date Deposited: 07 Feb 2012 11:17
URL: http://eprints.lse.ac.uk/41795/

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