Tag Archives: academics
« Co-creation with the masses does not work », says professor Eric Vernette
Well before brands even started showing interest in topics like co-creation, crowdsourcing and collaborative innovation, university researchers were already evaluating the phenomenon driving importance of increased consumer voice. Not only did they discover positive aspects from integrating the client in … Continue reading
Posted in Interviews, Research
Tagged academics, co-creation, creative consumer, research
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« Co-creation responds to customer desires », says Professor Emmanuelle le Nagard
Co-creation is a trend today. Some companies experiment it, some others are still reluctant…How do academics perceive co-creation? How do they describe value that collaboration with consumers brings to business? Recently we interviewed Marketing Professor Emmanuelle le Nagard from ESSEC … Continue reading
Posted in Interviews, Research
Tagged academics, co-creation, marketing, participative innovation, research
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