In 2008, German coffee and consumer goods company launched Tchibo Tchibo ideas online platform where users can share their product / design ideas with the company. The tension in the event of uncertainty as to the intention with Tchibo Ideas Tchibo. While some people see this move as a sincere attempt by the company to work more closely with customers, some people see it simply as a marketing gimmick. The case describes the challenges and potential benefits that Tchibo Ideas faces to facilitate the discussion of value co-creation strategies. "Hide
by Sven Petersen, Francine Espinoza, Luke Wathieu Source: ESMT - European School of Management and Technology 19 pages. Publication Date: May 29, 2012. Prod. #: ES1291-PDF-ENG
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