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April 09, 2009

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» Market and non-market co-creation from Putting people first
Chris Lawer underlines that is important to identify that co-creation is not just about firms improving their social marketing, open innovation, community-building and learning efforts to generate new proprietary and valuable knowledge with/from the... [Read More]

Comments

Oliver

I’m not sure that I agree with Benkler that non-market based co-creation is poses a threat to established firms. In addition the boundaries that Bouwens describe can be overcome if there is a perception of inclusivity. If you build a big enough tent, then the community itself becomes a self-sustaining ecosystem and thusly makes economically beneficial for all participants to contribute to the community. Wikipedia is a good example. It was started by a the non-market co-creators, however it is big enough and has enough of an economic benefit today for commercial entities to contribute to the project.

I am a firm believer of the power of co-creation and my organization has built a platform to facilitate co-creation from our members in the community. We’ve added a market elements to community in order to catalyze co-creation and there seems to be some success in our efforts. For example parts of the community began to aggregate around designs for novel applications of established brands and I would argue that they provide significant economic benefits to these firms. The designs for wearable items suggested by and made by fans of established products are viral marketing items that further reinforce the messaging of the brand. For example:

Miller Beer:
http://www.tapsmack.com/guest/idea/designs/157#DR

Southwest Airlines:
http://www.tapsmack.com/vkapila/idea/designs/478

In short co-creation and markets can co-exist. The challenge is for established firms recognize this fact and embrace the community.

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