Collaboration and Co-creation [electronic resource] : New Platforms for Marketing and Innovation /
Bhalla, Gaurav.author.
Praise for Collaboration and Co-Creation “In today’s customer-empowered world, collaboration and co-creation competencies are critical to the future growth of a company…Gaurav Bhalla offers a concrete framework and specific examples that managers can use to implement value co-creation programs with their customers. A must-read for companies not wishing to get left behind!” --Vijay Govindarajan, Earl C. Daum 1924 Professor of International Business, Tuck School of Business, Dartmouth College “Collaboration and co-creation is the sweet spot for rethinking how companies should practice marketing and innovation…Gaurav Bhalla’s book is very timely, and offers readers an effective way for building businesses around customers.” --Nicolas Mirzayantz, Group President, Fragrances, International Flavors and Fragrances “Companies can't afford to fake it. Customer-driven innovation has moved from the edge to become a core business practice. Gaurav Bhalla helps you understand what it takes to make this shift, and not a moment too soon.” --John Hagel III, Co-Chairman, Deloitte Center for the Edge, and co-author, The Power of Pull “If running your business seems more difficult lately, reading this book will help you understand why. It will also provide insights into how collaboration and co-creation can improve your company’s performance.” --Vince Barabba, Author, Meeting of the Minds, and Founder and Chairman, Market Insight Corporation “Gaurav Bhalla is after big game: how the world’s leading institutions are connecting and collaborating with their most important asset – their customers – in novel and important ways…This book is an important one to read for any marketing, market research, or product innovation professional.” --Steve Howe, CEO, Passenger “Based on my research it is clear that user co-creation is a strong driver for transforming the marketing and innovation programs of those companies that dare to listen and respond. Gaurav Bhalla provides a solid framework to guide this process and a rich set of case stories to explain why and how.” --Jacob Buur, Professor of Participatory Innovation, Research Director of SPIRE, University of Southern Denmark.
Description based upon print version of record.
""Chapter 1: Collaboration and Co-creation""; ""Introducing a New Type of Customer""; ""Collaboration and Co-creation in Action""; ""Open Source Movement""; ""Mountain Biking""; ""Collaboration and Value Co-creation Go Mainstream""; ""Box 1.1â€?Appeal for Readers: Your Language Needs You!""; ""Box 1.2â€?Hallmarkâ€?s Keepsake Ornaments: Co-creating Christmas Experiences13""; ""Box 1.3â€?Tempered Radicals: A Thumbnail Sketch""; ""Hallmarkâ€?s Collaboration and Co-creation Journey""; ""Hallmarkâ€?s Customer Collaboration Initiatives""; ""Chapter 2: A Framework for Implementation""
""Planet Orange: Creating Value with Fans""""Box 2.1 Planet Orange Fan Experiences""; ""Framework for Building a Co-creation Capability""; ""Listen""; ""Engage""; ""Respond Externally: Co-creation""; ""Respond Internally: Organizational Alignment""; ""A Shift in Mindset""; ""Authenticity""; ""Flexibility""; ""Conviction""; ""Box 2.2""; ""Marmite XO: A Co-creation Classic""; ""Act 1:â€?Listening and Recruiting""; ""Act 2:â€?Engagement and Development""; ""Act 3:â€?Creation and Launch""; ""Chapter 3: Listen""; ""Box 3.1â€?Branding and the American Presidency""
""How Listening Shaped the Obama Campaign""""Listening Works""; ""Gateways to Listening""; ""Traditional Marketing Research""; ""Observation""; ""Digital Listening""; ""Open Listening on the Web""; ""Listening in Proprietary Communities""; ""Box 3.2â€?How Listening Contributes to National Geographicâ€?s Longevity""; ""Characteristics of Effective Listening Programs""; ""Formality""; ""Framing""; ""Diversity""; ""Dynamism""; ""Appendix 3.1 Sample List of Companies Providing Digital Listening Services""; ""Chapter 4: Engage""; ""Customer Engagement: Nikeâ€?s Joga.Com""
""Characteristics of Successful Customer Engagement""""Arenas and Domains""; ""Engagement Arenas""; ""Engagement in Physical Spaces""; ""Engagement in Digital Arenas: Communities and Websites""; ""Engagement in Digital Arenas: Social Media""; ""Engagement Domains""; ""Box 4.1 Que Vivan Los Harlistas (Long Live the Harlistas)""; ""Box 4.2 Naming the Mars Rover""; ""Claraâ€?s Essay""; ""Factors Enabling Engagement""; ""Intent: Engagement, Not Sales""; ""Controlling Interactions and Agendas: Less Is More""; ""Participation: Make Room for Everybody""
""Incentives: Recognition Matters, Money Matters""""Appendix 4.1 Sample List of Companies Providing Digital Customer Engagement Services""; ""Appendix 4.2 The Mentos-Diet Coke Geyser Experiment""; ""Chapter 5: Respond Externally: Co-creation""; ""Co-creation Praxis""; ""Audi""; ""Blizzard Entertainment""; ""Structure of Co-creation""; ""Objectives""; ""Generation""; ""Refinement""; ""Creation""; ""Arenas""; ""Box 5.1 User-Generated Content Crosses the Chasm with MOFILM""; ""Pitney Bowes: Co-creation in Physical Work Environments""; ""Collaborators""; ""Collaborating with Customers""
""Collaborating with Professionals""
Includes bibliographical references and index.
Praise for Collaboration and Co-Creation “In today’s customer-empowered world, collaboration and co-creation competencies are critical to the future growth of a company…Gaurav Bhalla offers a concrete framework and specific examples that managers can use to implement value co-creation programs with their customers. A must-read for companies not wishing to get left behind!” --Vijay Govindarajan, Earl C. Daum 1924 Professor of International Business, Tuck School of Business, Dartmouth College “Collaboration and co-creation is the sweet spot for rethinking how companies should practice marketing and innovation…Gaurav Bhalla’s book is very timely, and offers readers an effective way for building businesses around customers.” --Nicolas Mirzayantz, Group President, Fragrances, International Flavors and Fragrances “Companies can't afford to fake it. Customer-driven innovation has moved from the edge to become a core business practice. Gaurav Bhalla helps you understand what it takes to make this shift, and not a moment too soon.” --John Hagel III, Co-Chairman, Deloitte Center for the Edge, and co-author, The Power of Pull “If running your business seems more difficult lately, reading this book will help you understand why. It will also provide insights into how collaboration and co-creation can improve your company’s performance.” --Vince Barabba, Author, Meeting of the Minds, and Founder and Chairman, Market Insight Corporation “Gaurav Bhalla is after big game: how the world’s leading institutions are connecting and collaborating with their most important asset – their customers – in novel and important ways…This book is an important one to read for any marketing, market research, or product innovation professional.” --Steve Howe, CEO, Passenger “Based on my research it is clear that user co-creation is a strong driver for transforming the marketing and innovation programs of those companies that dare to listen and respond. Gaurav Bhalla provides a solid framework to guide this process and a rich set of case stories to explain why and how.” --Jacob Buur, Professor of Participatory Innovation, Research Director of SPIRE, University of Southern Denmark.
Marketing.
Management.
Organization.
Planning.
Marketing.
Management.
Organization.