Co-creation – a new way of innovating with consumers

This article argues that, contrary to much received wisdom, consumers are good sources of innovative ideas, and marketing companies would do well to collaborate with them.

Co-creation – a new way of innovating with consumers

Andrew Needham

It is no secret that the past 20 years have seen a major decline – some would say the slow death – of corporate and brand innovation, but the debate about why, and what needs to be done about it, is very much alive.

Some, such as Doug Hall, speaking at the Marketing Society's Innovation Masterclass at the end of last year, argue that consumers have much to answer for. And he doesn't seem to be alone. In an interview with Researchmagazine, Drayton Bird argued that he...

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