More and more companies embrace consumers as ‘co-creation’ partners in their innovation practices. Consumers, traditionally considered as value exchangers or extractors, are now considered a source of value creation and competitive advantage. Co-creative consumers collaborate with companies in order to empower themselves, exert influence, gain recognition and enjoy themselves. They are eager to voice their opinions about products and brands and are important influencers that can shape brand conversations worldwide. Remarkably, little is known about how co-creation practices influence consumers who are not directly involved in the co-creation process. It is unclear if co-creation influences their perceptions of a brand or a product in any way. It’s exactly this topic that Joyce van Dijk MSc is addressing in the master thesis (cum laude graduation) she conducted with the support of InSites Consulting. Find the results in the slidedeck below!
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