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

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