How to motivate and reward customers in an online co-creation process?

Maria Antikainen, Marketta Niemelä

    Research output: Chapter in Book/Report/Conference proceedingChapter or book articleProfessional

    1 Citation (Scopus)

    Abstract

    Co-creation online is a great opportunity for companies seeking external innovation resource from their customers. Although social media have made co-creation easy, cost-effi cient and fun, volunteer users need to be motivated by the company to participate in the co-creation process. This chapter provides a review of users' motivations and, in particular, how users can be motivated and rewarded for their contribution to co-creation. As an example of co-creation with customers, two cocreation cases are presented. First one concerns co-creation of a sustainable shopping centre with customers and the second one presents a case related to co-creation of local food products and services. In this chapter, also key elements for a solid rewarding strategy are presented.

    Original languageEnglish
    Title of host publicationOpen Innovation
    Subtitle of host publicationA Multifaceted Perspective
    PublisherWorld Scientific Publishing
    Pages347-372
    Number of pages26
    Volume1
    ISBN (Electronic)9789814719186
    ISBN (Print)9789814719179
    DOIs
    Publication statusPublished - 1 Apr 2016
    MoE publication typeD2 Article in professional manuals or guides or professional information systems or text book material

    Fingerprint

    Reward
    Co-creation
    Resources
    Innovation
    Food service
    Social media
    Shopping centres
    Costs
    Local food
    Volunteers
    Food products

    Keywords

    • Collaboration
    • Creativity
    • Innovation community
    • Motivation
    • Open innovation
    • Rewarding

    Cite this

    Antikainen, M., & Niemelä, M. (2016). How to motivate and reward customers in an online co-creation process? In Open Innovation: A Multifaceted Perspective (Vol. 1, pp. 347-372). World Scientific Publishing. https://doi.org/10.1142/9789814719186_0014
    Antikainen, Maria ; Niemelä, Marketta. / How to motivate and reward customers in an online co-creation process?. Open Innovation: A Multifaceted Perspective. Vol. 1 World Scientific Publishing, 2016. pp. 347-372
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    Antikainen, M & Niemelä, M 2016, How to motivate and reward customers in an online co-creation process? in Open Innovation: A Multifaceted Perspective. vol. 1, World Scientific Publishing, pp. 347-372. https://doi.org/10.1142/9789814719186_0014

    How to motivate and reward customers in an online co-creation process? / Antikainen, Maria; Niemelä, Marketta.

    Open Innovation: A Multifaceted Perspective. Vol. 1 World Scientific Publishing, 2016. p. 347-372.

    Research output: Chapter in Book/Report/Conference proceedingChapter or book articleProfessional

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    Antikainen M, Niemelä M. How to motivate and reward customers in an online co-creation process? In Open Innovation: A Multifaceted Perspective. Vol. 1. World Scientific Publishing. 2016. p. 347-372 https://doi.org/10.1142/9789814719186_0014