Management en Economie Bedrijfskunde Management algemeen

Collaboration and Co-creation

New Platforms for Marketing and Innovation

Gaurav Bhalla

Today's consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them.

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Beschrijving Collaboration and Co-creation

Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast.

ISBN: 9781441970817
Pagina's: 205
Verschenen: 01-01-2010
NUR: 801

Druk: 1
Uitvoering: Hardback
Taal: Engels
Uitgever: Springer-Verlag New York Inc.

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