How can firms co-create knowledge with their customers?

Here is a copy of a presentation I recently gave to the research panel at Cranfield University School of Management. The .pdf paper defines the "story of co-creation", explores my research question, presents a conceptual framework for market-learning capabilities (before and after co-creation) and suggests some of the challenges I will need to resolve when conducting the research, which I shall be starting shortly.

In September I will be requesting access to companies who are interested in developing capabilities for co-creation. To assist them do this, I am currently developing a co-creation toolkit, which as the name suggests, consists of several capability and skills frameworks, options and opportunities to help them build a leading co-creation competency. If anyone reading this is part of or knows of a company that may be interested in finding out more about co-creation or is already exploring potential benefits and outcomes, then please do get in touch.

Comments

[Marketing Headhunter]

Excellent presentation. Slide 16 is especially elegant.