What is it about?
Value co-creation phenomenon is happening more and more as an innovation initiative. However, the quality of this initiative's outcome is dependent on who engage in it. In order to improve the participation quality of the target audience, it is necessary to know them on the basis of their motivations and what inhibits them to join the initiative.
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Why is it important?
Here we have answered this question: "What motivates and inhibits each personality trait to join or to withdraw participation in co-creation?". We define a unique framework for the co-creation interest for three different products and investigate what can attract the audience to participate in the co-creation initiative.
Perspectives
It is expected that the managers of different companies who want to crowdsource their innovation strategies, take into account the barriers of participation for each personality trait and to increase the motivator elements of their initiative on the basis of the audience they want to engage with. Writing this article was a great pleasure as it has co-authors with whom I have had long-standing collaborations.
Shahab Zare
Scuola Superiore Sant'Anna
Read the Original
This page is a summary of: Does one design fit them all? Study of drivers of co-creation interest along different consumer segments, Journal of Strategic Marketing, April 2018, Taylor & Francis,
DOI: 10.1080/0965254x.2018.1464051.
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