Edited by Dimitris G. Assimakopoulos, Ilan Oshri and Krsto Pandza
Chapter 15: Engaging users in value co-creation activities
Have you ever thought that customers will start creating products for themselves and will buy them afterwards? It sound unrealistic, but it is the truth. Do not get this wrong. Excited consumers are not breaking into factories, kicking out current workers and doing the manufacturing jobs themselves. Instead, they are giving a hard time to research and development departments, while identifying their needs, designing product prototypes, searching for bugs, providing technical support and advertising the product. This phenomenon, called ‘value co-creation’, entails companies approaching their clients, while clients provide a proper solution. For example, car enthusiasts and fans of Audi designed their own future infotainment systems (Füller et al., 2004). However, sending letters, hanging posters or just screaming in the streets are not very effective ways when we want to approach as many people as possible.
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