Involving customers in the development and production of new services becomes a powerful force across many creative industries. Customers can directly supply the firm with innovative ideas, provide skilled labour, and act as a powerful force in marketing.
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|Publisher||Taylor & Francis|
|Publication date||December 2017|
Firms across the world, as they seek to innovate and to better respond to market needs, begin to recognize the benefits stemming from customers’ involvement in their operations. Co-creation also becomes more prevalent as customers begin to expect it from firms – seeking to influence their favourite services or products, and to have them better tailored to their needs.
Nevertheless, empowering the customers and involving them in the internal affairs of a firm is both difficult and risky. Despite co-creation becoming increasingly important to firms, very few accounts of it exist and many firms fail. Therefore, to navigate those straits, and to reap the benefits of co-creation, requires knowledge and more complete understanding of socio-cultural forces underpinning it.
By studying a wide array of videogames firms in the USA and Europe, this book provides a unique insight into co-creation. It builds on the existing theories to provide unified framework for understanding co-creation in creative industries and other sectors. It combines insights from the dynamics of customer communities, with firm’s perspective on innovation management and organizational transformation.
The book offers highly detailed insights into the industry, which is at the forefront of co-creation. Furthermore, it sheds new light on the videogames firms and their operations and is therefore ideally designed for researchers, educators, and students alike in the fields of knowledge management, innovation management, firm strategy, organization studies and creativity management.
Thorough study of the American and European videogames firms, with the focus on the organizational structure, culture, and dynamics. In videogames scholarship, it is rarely done, as overwhelming majority of publications are focused on the players/communities.
Comprehensive framework for classifying co-creation in its various forms, rooting the phenomenon in wider socio-cultural and market trends.
Access to major firms that have not been studied before, and which are all innovators and leaders in their industries.
Description of an array of customer co-creation archetypes. Systematized, structured and actionable advice on how to resolve co-creation issues and challenges for firms.
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