Brand Together: How Co-creation Generates Innovation and Re-energizes Brands

摘要

Innovation is both a survival and competitive necessity for firms. Moreover, current technological advances and market trends empower customers to co-create but also demand to consume their personalised product and service experiences. Co-creation is a very timely topic concerning all organisations and sectors, which is advocated from many perspectives including open innovation, service-dominant-logic, crowdsourcing and participative innovation (Sigala, 2012). In this vein, this book aims to analyse the design and the implementation of co-creation strategies from a brand innovation perspective.