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

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.