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
We think they can. Here's an example: when B2B companies are drawn
to each other to build data-driven strategies, the question is not
"can co-creation work?" but "how do we make it work?" In the case
of a foodservice manufacturer where it was clear that data had to
be shared up and down the value chain, co-creation was the only way
to go in order for a new data strategy to succeed and guarantee
sustainable superior performance for all.
To read more, click here.