If You cant beat them let them join: The Development of Strategies to Foster Consumers Co-Creative practices Harvard Case Solution & Analysis

Faced with consumer resistance due to the division of roles between the producer and the consumer, as well as the vast marketing tools and techniques, the company can solve this problem by allowing users to participate in the value co-creation. Propaganda aimed at the consumer point of view, this article explains how and why consumers to co-create, which leads to the development of the typology of joint creative consumer practices. Four interrelated categories (part-for-self, creation-for-self, part-for-others, the creation-for-others) illustrates the proposed four Cs-selection strategies, supplements, and common reasons for the strengthening of these various practices, respectively. From well-established to the newly developed, these consumer-oriented strategies to work to improve consumer deep involvement of having an opportunity to establish a permanent and related benefits for the company. However, the implementation is based on the company's readiness and willingness to achieve varying degrees of commitment. This paper contributes to the joint efforts between consumers and companies, and highlights the mutual benefits, which results in stable relationships. "Hide
on Krittinee Nuttavuthisit Source: Business Horizons 10 pages. Publication Date: May 15, 2010. Prod. #: BH390-PDF-ENG

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If You cant beat them let them join: The Development of Strategies to Foster Consumers Co-Creative practices

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