Customer Co-Creation: A Typology and Research Agenda
Authors: Aric Rindfleisch and Matthew S. O’Hern
Summary: Traditional marketing thought and practice largely views new product development (NPD) as an internal firm‐based process in which customers are relatively passive buyers and users. This traditional paradigm is currently being challenged by a new perspective in which customers are active co‐creators of the products they buy and use. In this paper, we identify the origins of this paradigm shift, present a conceptual typology of four different types of co‐creation activity, and offer an agenda for future research of this emerging paradigm.
Marketing Personalization 3.0
Author: Adam Needles
[Link to Full Paper]
Summary: Adam is a thought leader on the topics of brands, marketing, innovation and technology. In his piece Marketing Personalization 3.0 from the blog Propelling Brands Adam describes the potential uses of social graphs and semantic analysis for marketers. Social graphs are an emerging tool used to customize marketing and sales messages based on your contributions and connections on social networks. Semantic analysis is a field of artificial intelligence that attempts to determine the contextual meaning of written language.
Emerging New Product Development at Nokia Corporation
Author: Bjoernar Johansen
Summary: This paper reveals many of the best practices at Nokia Corporation for New Product Development (NPD). Nokia is one of the most innovative companies in the world with core R&D values that balance innovation and execution. Nokia achieves it's NPD objectives through its organizational structure, open collaboration model, and pyramid business model of competition that brings remarkably competitive and fresh products to market. In additional to internal NPD innovation, Nokia forms external alliances with research institutions, development communities and co-creates products with consumers through Nokia Beta Labs.
Flat World Knowledge
Author: Mariah Kottke
Summary: The paper Flat World Knowledge(FWK) is a case study on discontinuous innovation in the academic publishing industry. Mariah analyzes a revolutionary “open textbook” business model that relinquishes production control to authors, provides choice of content to instructors and offers students greater choice of study materials to purchase. In addition to providing more flexibility, FWK introduces a social framework for students that enables learning to be co-created.
Improving Innovation at Consumer Packaged Goods Companies
Author: Jackie Aperi
Summary: Consumer Packaged Goods(CPG) managers frequently struggle to deliver new products that meet consumer needs and create lasting differentiation from competitors. Some of the innovation challenges CPG companies face are risk aversion for mature brands, inarticulate consumers and nearsighted focus on short term profits. These forces can trap CPG's into creating incremental innovations when discontinuous innovation is a more sustainable and profitable long-term strategy. This paper offers three breakthrough tactics to deliver new products that meet consumer needs without increasing R&D budgets.