CO-CREATION

Co-creation is an active, creative

and social
process, based on collaboration
between
producers and users, that is
initiated by the
firm to generate value for
customers."

The challenge for brands

Consumers are forcing companies to cocreate:
seeking and accessing information online,
across geographic boundaries
providing unsolicited feedback to companies
engaging in thematic consumer communities,
including those fostering consumer word-ofmouth
Experimenting or co-creating with other
consumers to find their own solutions to
problems

Questions to Consider
Co-creation stands for creative
collaboration processes between an
organisation and its customers.
Depending on the size and market
positioning of the firm, the ways in which
this collaboration takes place may vary.
Any company considering a co-creation
to consider
the following
1.strategy
Who will needs
be
4. How much
six questions:
involved?
involvement?
2. Whats the
purpose?
3. Where does it
occur?

5. For how long?

6. How do you
incentivise?

Customer involvement: the Nike

approach
Involving customers in dialogue : both individually or as
part of thematic communities
Generating ideas from consumers about product
improvements, including options for the customization of
Nike products
A competition for a select group of customers to design a
new Nike shoe
Co-design and customization of shoes on Nike ID web site
Creating a social networking site, Joga.com, which included
user generated content that allowed the upload of videos
showing off individuals soccer skills
Sponsoring experiences like soccer competitions
iPod sport kit and sensor that can be placed in Nike shoes
and connected to an iPod, which then provides workoutbased voice feedback or particular songs to keep the
runner going
Helping customers develop good training methods that
reduce the risk of injury

Dialogue

Knowledge sharing, and shared understanding

between companies and customers. It also
give individuals more opportunity to interject
their views of outcomes of value into the value
creation process.
Access
knowledge, tools and expertise to help
individuals construct their own experience
outcomes.
Transparenc of information in interaction processes to
y
participate effectively in co-creation, and
engender trust between institutions and
individuals.
Risk
When consumers become co-creators of value
Managemen with companies, they will demand more
t
information about potential risks of goods and
services, but they may also have to bear more
responsibility for dealing with those risks.

Collaborative Consumption
Collaborative consumption as a
phenomenon is a class of economic
arrangements in which participants
share access to products or services,
rather than having individual
ownership.
Often this model is enabled by
technology and peer communities

What's Mine Is Yours: The Rise of

Collaborative Consumption- Rachel Botsman
and Roo Rogers

A new socio-economic 'big idea' promising a

revolution in the way we consume".
In 2011 Botsman described it as a social
revolution that allows people to create value out
of shared and open resources in ways that
balance personal self-interest with the good of the
larger community.
AtTED GLOBAL 2012Botsman articulated that
the concept of trust, across multiple platforms,
would constitute the currency of a new
collaborative economy, asserting that reputation
capital creates a massive positivedisruption in
who has power, influence and trust."

The Mesh: Why the Future of Business Is Sharing

Lisa Gansky

Gansky argues against the modern

American "throwaway culture"
"The Mesh" will bring in more products
that are "Durable, flexible, reparable
and sustainable."
"When stuff became cheap, and then
credit became cheap, we filled our
lives with stuff - not the things we
really care about.