A B2B manufacturer sets up a new format for the identification of new product ideas. The format values the contributions of employees with comparatively limited market experience and customer contact who, because of more limited market knowledge, might uncover bolder ideas. The format also uses a scrum-type approach to secure quick progress and continuous motivation by all participants. Besides the tangible outcomes of the process (four specific product ideas which are currently being developed further) the format enabled building of relationships between employees in functional areas that usually have limited interaction.
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Front Matter
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Part I: THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION
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Part II: CO-CREATION OF INTANGIBLE BRAND ASSETS
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Part III: CO-CREATION OF BRAND OFFERINGS
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Part IV: ETHICAL IMPLICATIONS OF BRAND CO-CREATION
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Part V: CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION
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Part VI: CASE STUDIES ON BRAND CO-CREATION
