In 2008, consumer goods corporation and the German coffee Tchibo has launched Tchibo Ideas, an internet platform where customers can share their product/design thoughts with the business. The tension in the case emerges from the uncertainty regarding the goals for Tchibo Ideas of Tchibo.
While many people perceive this move as a genuine effort by the company to establish closer interactions with customers, it is seen by some people merely as a marketing gimmick. The case describes possible advantages and the challenges that Tchibo Ideas is running into, to foster a discussion on the value of a co-creation strategy.
Tchibo Ideas Leveraging the creativity of customers case study solution
PUBLICATION DATE: May 29, 2012 PRODUCT #: ES1291-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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