Chapter 27: Turning lead into gold: from weighty consumer feedback to co-creation
Peter Espersen
Category:
Handbook Chapter
Published:
11 Mar 2022
Page Range:
387–392
Collection:
Business 2022
Restricted access

Building on personal experience, this chapter discusses brand co-creation in relation to three brands that operate in different business contexts: Habbo Hotel, Pixable and jovoto. The chapter presents methods and processes adopted for creating opportunities for co-creation in the case of each brand; challenges that have been encountered during each process; and outcomes of co-creation. The author concludes by sharing general learnings he has generated through his involvement in different co-creation projects.

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Cover Research Handbook on Brand Co-Creation
Research Handbook on Brand Co-Creation
Edited by
Stefan Markovic
,
Richard Gyrd-Jones
,
Sylvia von Wallpach
, and
Adam Lindgreen
Handbook
Published:
11 Mar 2022
Print ISBN:
9781839105418
eISBN:
9781839105425
DOI:
https://doi.org/10.4337/9781839105425
Pages:
448
Collection:
Business 2022
Buy Print