collaboration and co creation new platforms for marketing and innovation

Download Book Collaboration And Co Creation New Platforms For Marketing And Innovation in PDF format. You can Read Online Collaboration And Co Creation New Platforms For Marketing And Innovation here in PDF, EPUB, Mobi or Docx formats.

Collaboration And Co Creation

Author : Gaurav Bhalla
ISBN : 1441970827
Genre : Business & Economics
File Size : 77. 45 MB
Format : PDF, ePub, Docs
Download : 850
Read : 1302

Get This Book


Today’s consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them. It is not surprising, therefore, to hear that a large number of companies are transforming how they innovate—not only in terms of developing new products and services, but in how they are created, delivered, and supported to customers. Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast. However, while there is significant advocacy and buy-in for collaborating with customers, there is little guidance for companies on how to undertake the journey from applause and appreciation to execution. Only reading about others’ success stories – Nike, Hallmark, P&G, Mozilla, etc. – is not sufficient for helping a company develop a blueprint for themselves. In Customer Driven Innovation, strategy and branding consultant Gaurav Bhalla presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. The authors describe how today’s technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. They challenge traditional approaches to market research that measure "customer satisfaction" from a rear-window perspective, and help companies and their customers look forward instead.P>

Co Creation Innovation And New Service Development

Author : Jedrzej Czarnota
ISBN : 9781351795418
Genre : Business & Economics
File Size : 21. 73 MB
Format : PDF, Docs
Download : 770
Read : 892

Get This Book


Involving customers in the development and production of new services becomes a powerful force across many creative industries. Customers can directly supply the firm with innovative ideas, provide skilled labour, and act as a powerful force in marketing. Firms across the world, as they seek to innovate and to better respond to market needs, begin to recognize the benefits stemming from customers’ involvement in their operations. Co-creation also becomes more prevalent as customers begin to expect it from firms – seeking to influence their favourite services or products, and to have them better tailored to their needs. Nevertheless, empowering the customers and involving them in the internal affairs of a firm is both difficult and risky. Despite co-creation becoming increasingly important to firms, very few accounts of it exist and many firms fail. Therefore, to navigate those straits, and to reap the benefits of co-creation, requires knowledge and more complete understanding of socio-cultural forces underpinning it. By studying a wide array of videogames firms in the USA and Europe, this book provides a unique insight into co-creation. It builds on the existing theories to provide unified framework for understanding co-creation in creative industries and other sectors. It combines insights from the dynamics of customer communities, with firm’s perspective on innovation management and organizational transformation. The book offers highly detailed insights into the industry, which is at the forefront of co-creation. Furthermore, it sheds new light on the videogames firms and their operations and is therefore ideally designed for researchers, educators, and students alike in the fields of knowledge management, innovation management, firm strategy, organization studies and creativity management.

Handbook Of Research On Integrating Social Media Into Strategic Marketing

Author : Hajli, Nick
ISBN : 9781466683549
Genre : Business & Economics
File Size : 61. 93 MB
Format : PDF, ePub, Mobi
Download : 410
Read : 1218

Get This Book


To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.

Iscontour 2014 Tourism Research Perspectives

Author : Roman Egger
ISBN : 9783735776518
Genre : Business & Economics
File Size : 23. 8 MB
Format : PDF, ePub, Mobi
Download : 370
Read : 367

Get This Book


Proceedings of the ISCONTOUR The aim of the International Student Conference in Tourism Research (ISCONTOUR) is thus to offer students a unique platform to present their research and to establish a mutual knowledge transfer forum for attendees from academia, industry, government and other organisations. The annual conference, wich is jointly organised by the IMC University of Applied Sciences Krems and the Salzburg University of Applied Sciences, will take place alternatively at the locations Salzburg and Krems. The conference research chairs are Prof. (FH) Dr. Roman Egger (Salzburg University of Applied Sciences) and Prof. (FH) Mag. Christian Maurer (University of Applied Sciences Krems). The target audience include international students (also PhDs), graduates, teachers and lecturers from the field of tourism and leisure management as well as companies and anyone interested in the conference topic areas. Issues to be covered at the conference include the following areas within a tourism context: Marketing & Management Tourism Product Development & Sustainability Information and Communication Technologies

Water Efficiency In Buildings

Author : Kemi Adeyeye
ISBN : 9781118456576
Genre : House & Home
File Size : 64. 95 MB
Format : PDF, ePub, Mobi
Download : 392
Read : 892

Get This Book


This reference source on water efficiency in buildings provides comprehensive and up-to-date information. Both multi-disciplinary and practical, it signposts current knowledge, innovation, expertise and evidence on an important subject which is high in the resource management debate. Water Efficiency in Buildings: a review of theory and practice is structured into five sections: Policy; People; Building Design and Planning; Alternative Water Technologies; and Practical Examples & Case Studies. This final section of the book presents new and current practice as well as lessons learnt from case examples on the use of water saving technologies and user engagement. Current evidence is vital for effective policy making. The dynamic nature of issues around water resource management creates a higher need for robust and reliable data and research information that can inform policy and regulations. This compendium provides a roadmap for researchers and building professionals on water efficiency as well as for policy makers and regulators. The case studies and research presented fall within the water supply and demand spectrum, especially those that focus on process efficiency, resource management, building performance, customer experiences and user participation, sustainable practises, scientific and technological innovation. The benefit and impact of the research is at the localandnational level, as well as in the global context.

Collaborative Value Co Creation In The Platform Economy

Author : Anssi Smedlund
ISBN : 9789811089565
Genre : Business & Economics
File Size : 72. 53 MB
Format : PDF, Mobi
Download : 354
Read : 1128

Get This Book


This book offers a service science perspective on platform orchestration and on collaborative consumption, providing an overview of research topics related to service dominant logic in multi-sided markets. The chapters give an international and multi-disciplinary overview of the current topics of digital service platforms from many angles. This overview helps in filling the gap between service science and recent research of the platform economy and paves the way for future service platform research. Open standards and distributed databases such as blockchain configurations increase the connectivity of business ecosystems as devices and systems exchange data with each other instead of through intermediaries. This exchange opens up opportunities for new value constellations, makes services globally scalable, and connects local service systems as integrated systems of systems. The book brings together established academics from a number of disciplines. This collaboration makes it possible to provide novel constructs and empirical results that help the reader to understand how value is co-created and orchestrated in the era of digital service platforms. In addition to theory building, practical implications for wider managerial and policy use are highlighted. The topics in this book are related to service platform technologies; organizational capabilities; and strategies and management in the contexts of retail, healthcare, and the public sector. A wide selection of case studies is used to demonstrate the implications of platforms for different service and economic contexts. Combining both theory and practice, this book is highly recommended for readers interested in the service and marketing point of view on the platform economy and for practitioners strategizing for scalable service platforms. Chapters 4 and 10 are available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

The Co Creation Paradigm

Author : Venkat Ramaswamy
ISBN : 9780804790758
Genre : Business & Economics
File Size : 34. 22 MB
Format : PDF, Kindle
Download : 456
Read : 633

Get This Book


A fundamental shift is underway that will change how we conceive of value. In an era of increasing interconnectedness, individuals, as opposed to institutions, stand at the center of value creation. To adapt to this tectonic shift, organizations can no longer unilaterally devise products and services. They must engage stakeholders—from customers and employees to suppliers, partners, and citizens at large—as co-creators. Co-creation guru Venkat Ramaswamy and Kerimcan Ozcan call for enterprises to be mindful of lived experiences, to build engagement platforms and management systems that are designed for creative collaboration, and to develop "win more-win more" strategies that enhance our wealth, welfare, and, well-being. Richly illustrated with examples of co-creation in action, The Co-Creation Paradigm provides a blueprint for the co-creative enterprise, economy, and society, while presenting a conceptual framework that will guide organizations across sectors in adopting this transformational approach. Challenging some of our most deeply held ideas about business and value, this book outlines the future of "business as usual."

The Power Of Co Creation

Author : Venkat Ramaswamy
ISBN : 1439181063
Genre : Business & Economics
File Size : 88. 98 MB
Format : PDF, ePub, Mobi
Download : 470
Read : 788

Get This Book


Apple embraced co-creation to enhance the speed and scope of its innovation, generat­ing over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning prod­uct lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a com­munity of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stake­holders—bringing them into the process of value creation and engaging them in enriched experi­ences, in order to —formulate new breakthrough strategies —design compelling new products and services —transform management processes —lower risks and costs —increase market share, loyalty, and returns In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with com­panies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Ama­zon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation. As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view custom­ers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of qual­ity, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sus­tainable growth, productivity, and profits in the future.

Interactive Business Communities

Author : Mitsuru Kodama
ISBN : 0566089289
Genre : Business & Economics
File Size : 42. 21 MB
Format : PDF
Download : 481
Read : 1145

Get This Book


In Interactive Business Communities, Mitsuru Kodama shows how a new business approach can enable managers to access, share and integrate diverse knowledge both inside and outside the corporation using Boundary Networks to operate across more formal organizational and knowledge boundaries at all levels. Business educators, researchers and senior executives responsible for strategy, particularly in high-tech industries, will find insights and ideas to tackle market and business discontinuities of the 21st century.

Higher Creativity For Virtual Teams Developing Platforms For Co Creation

Author : MacGregor, Steven P.
ISBN : 9781599041315
Genre : Computers
File Size : 60. 23 MB
Format : PDF, ePub, Mobi
Download : 490
Read : 928

Get This Book


"This book presents advanced research on the concept of creativity using virtual teams, demonstrating a specific focus and application for virtual teams. It presents tools, processes, and frameworks to advance the overall concept that leveraging ideas from different locations in an organization and within extended networks is based on creativity, which can deliver innovation"--Provided by publisher.

Top Download:

Best Books