Why Is Co Creation Such An Exciting Idea For Marketing? [SOLVED]

Generation – Electrolux is a global leader in household gadgets and appliances, selling more than forty million products to customers in more than 150 markets every year 😁 According to its corporate website, the company bases its innovations on extensive consumer insight and designs them thoughtfully to meet the real needs of consumers and professionals 🙌 One of the sources for these innovations is the Electrolux Design Lab, a forum for generating ideas for new products and services. Established in 2003, Electrolux Design Lab is an annual global design competition open to undergraduate and graduate industrial design students who are invited to present innovative ideas for household appliances of the future. [1]
There are inevitably questions being asked about the role of research. It is not enough to apply traditional research thinking to the new world of empowered consumers: it is too controlled to fully engage them. It is not, as Drayton Bird implies, about using consumers as crash-test dummies, only there to test things. These consumers no longer see themselves as passive respondents, but more as active stakeholders in the brand. This means researchers have to give up some control; talk less, listen and observe more. Empowered consumers have more to say and give, so just asking them a list of questions that we probably already know the answers to will not suffice. (we thank Teila Ladd from Pontianak, Indonesia for their recommendations). [2]
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Timreview.ca also mentions how co-creation grants consumers free rein to work with company-provided resources in the production of their own value offerings. The ongoing participation of active consumers in the production of their own use and exchange value inverts the long-standing marketing orthodoxy of the company as the arbiter of value. Rather than resist this fundamental shift in the locus of value creation, savvy firms positively embrace the change and seek to manage consumer freedoms in order to harness the consumers’ productive capabilities. Using the example of the Apple iPhone and App Store, and drawing on labour theories of value and Foucault’s notion of government, we show how granting consumers freedom through co-creation has become the most effective mode of production for contemporary marketers. (last emended 91 days ago by Kristilyn Cormier from Dakar, Senegal) [3]
Firstly, competitions, whereby consumers get to provide their opinion and influence the decisions that the company makes. Examples of this might be posting an Instagram picture of four different dishes and asking the consumers to decide which dish they want to see on the specials board that evening. Their votes could be cast through the number of hashtags in the comments for each dish, or a poll could be attached in the caption. Small scale implementations such as this take very little effort, but consumers appreciate and engage with activity of this kind, leading to much stronger relationships developing between consumers and brands. (last edited 3 days ago by Avery Mahan from Zibo, China) [4]

Article References

  1. https://www.marketingjournal.org/collaboration-and-co-creation-the-road-to-creating-value/
  2. https://www.marketingsociety.com/the-library/co-creating-consumers-new-way-innovating
  3. https://timreview.ca/article/302
  4. https://www.koogar.co.uk/co-creation-and-why-is-it-important/
Kelly-Anne Kidston

Written by Kelly-Anne Kidston

I am a writer of many words, from fiction to poetry to reviews. I am an avid reader and a lover of good books. I am currently writing my first novel and would love to find some beta readers who are interested in getting an early look.

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