Social Sciences
4 years ago

Consumer Goods Giants Revolutionize Product Development with Customer Co-Creation

Managing Innovation and Diversity in Knowledge Society Through Turbulent Time: Proceedings of the MakeLearn and TIIM Joint International Conference 2016
Engaging Customers in Co-Creation of Value in Consumer Goods Industry: A Comparative Analysis
Adriana Bujor, Gabriela Rusu, Silvia Avasilcăi

Paper Summary

The article compares how two successful companies, Barilla Group and Heineken Company, involve customers in creating new products. They use social media and online tools to get ideas from customers, especially the younger generation. The goal is to help companies develop better strategies for making products that customers want.

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