The power of collaboration

摘要

If Sir Isaac Newton stood on the shoulders of giants, the pioneers of co-creation stand together with their customers and collaborators to innovate. So goes a rather grandiose comparison used to define co-creation in Wikipedia, itself a product of collaborative working. Such froth may prompt any right-thinking business strategist to throw the idea out the window with other internet-related hyperbole.rnHowever, when the world's largest consumer goods firm gets in on the act, maybe there's something in it. Since 2001, Procter & Gamble has used a secure internet portal to collaborate with chemicals and biological science firms to create products.