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

    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

    Keywords

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

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