On Monday, we’re going to talk about one of my favorite, often overlooked parts of digital marketing, product co-creation. Those of you who took 380 with me know that I love to harp on the concept of market orientation vs. product orientation. Market orientation is looking at consumer needs and creating products that fill those needs. Product orientation is building a product and hoping to find the market for it. As you can guess, successful companies are usually market oriented ones.
Market orientation fits nicely with the concept of product co-creation since who would be better telling you what your customers want, than, you know, your customers? And digital technology from the web to Big Data makes this much, much easier than it ever was before.
Co-creation isn’t a new concept, per se. Here’s an article I found describing the concept all the way back in 1999.
Here is an academic research article from the Journal of Service Research. After reading it, you should describe in your blog what are the factors the encourage and inhibit co-creation.
The cool thing about the JSR article is how the authors identify all the different steps along the NPD path that consumers can be used. Furthering that thought, here is an article from WIRED from 2006 about the “Rise of Crowdsourcing”.
In my opinion, one of the best companies around for harnessing the power of crowd-sourcing is Quirky.com. Read this recent article from Headline News that talks about what they do. Check out this one as well. To get the inside scoop on Quirky, we’ll be talking to Graham Blache (@gblache) and Steven Walker (@stevenwalker) both WWU alumni, and all around hilarious guys.
Finally, we had a cancellation with one of the speakers on Wednesday so I’m juggling some stuff right now. I’m going to post the readings for Wednesday later this weekend, so please keep an eye out for it.