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Posted by Marie Taillard and Jerome Couturier at 7:38 - 0 Comments

Co-creation strategies in which consumers provide product ideas, services, reviews and other benefits to each other have been well publicised and are behind the success of digital companies such as giffgaff, eBay, Etsy and Zipcar, and not-so-new companies like Lego.

Co-creation is innovative, engaging and fun for consumers and valuable for companies. By contrast most B2B firms remain entrenched in contractual agreements and zero-sum games that seem anything but co-creative. As a B2B marketer, you may wonder whether the benefits of co-creation can also be reaped in a B2B context.

 

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