Collaboration and Co-creation (eBook)

New Platforms for Marketing and Innovation

Gaurav Bhalla (Autor)

eBook Download: PDF

2010 | 2011
XIV, 205 Seiten
Springer New York (Verlag)
978-1-4419-7082-4 (ISBN)

Infos

Today's consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them. It is not surprising, therefore, to hear that a large number of companies are transforming how they innovate-not only in terms of developing new products and services, but in how they are created, delivered, and supported to customers. Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast. However, while there is significant advocacy and buy-in for collaborating with customers, there is little guidance for companies on how to undertake the journey from applause and appreciation to execution. Only reading about others' success stories - Nike, Hallmark, P&G, Mozilla, etc. - is not sufficient for helping a company develop a blueprint for themselves. In Customer Driven Innovation, strategy and branding consultant Gaurav Bhalla presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. The authors describe how today's technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. They challenge traditional approaches to market research that measure 'customer satisfaction' from a rear-window perspective, and help companies and their customers look forward instead.P>

Dr. Gaurav Bhalla is a management professional with 30+ years of global experience helping companies implement innovation, strategy, marketing, and business growth programs. He has worked on three continents - Asia, Europe, and North America - and has consulting experience with companies in over 25 countries, in a variety of sectors, such as finance, technology, healthcare, pharmaceuticals, educational services, and consumer packaged goods. During this period he has experienced the business world as a corporate executive, business consultant, entrepreneur, and educator.

Some of the leading companies he has worked with are GlaxoSmithKline, Bristol-Myers Squib, Amgen, Astra Zeneca, Eli Lilly, Pfizer, MedImmune, Texas Instruments, HP, Microsoft, IBM, Intel, Motorola, Hughes Electronics, Seiko Epson, Coca Cola, P&G, Heinz, Capital One and NASDAQ. Through his research, teaching, and consulting he has also had the privilege of working on some of the largest brands in the world, such as Zantac, Imitrex, Plavix, Vicks, Hershey, Nescafe, Coke, and Sprint.

Currently, Dr. Bhalla is the CEO of Knowledge Kinetics, a company focused on customer value innovation. He blogs frequently on topics related to customer driven innovation and value co-creation at www.gauravbhalla.com. Prior to this, he was the Global Innovation Director for TNS, where he helped develop processes and competencies for implementing innovative solutions across all TNS' commercial businesses. Previously he was the President of G. Bhalla & Associates, Inc., a strategy consulting and research firm, which he ran for over twelve years, before it was acquired by TNS in Feb. 2003.

   Gaurav holds a Ph.D. in Marketing and Strategy from the University of Kansas, an MBA in Marketing and Finance from the Indian Institute of Management, Ahmedabad, and a BA (Hons.) in Economics and Mathematics from Delhi University. He has published research papers in leading technical journals dedicated to marketing and strategy, and has presented to companies and professional audiences in several countries. He has also served as an adjunct professor at Duke University's Fuqua School of Business and is currently an adjunct professor at University of Maryland's R. H Smith School of Business. He travels globally and his physical office is located in Vienna, VA (a suburb of Washington, DC).

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Today's consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them. It is not surprising, therefore, to hear that a large number of companies are transforming how they innovate-not only in terms of developing new products and services, but in how they are created, delivered, and supported to customers. Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast. However, while there is significant advocacy and buy-in for collaborating with customers, there is little guidance for companies on how to undertake the journey from applause and appreciation to execution. Only reading about others' success stories - Nike, Hallmark, P&G, Mozilla, etc. - is not sufficient for helping a company develop a blueprint for themselves. In Customer Driven Innovation, strategy and branding consultant Gaurav Bhalla presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. The authors describe how today's technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. They challenge traditional approaches to market research that measure "e;customer satisfaction"e; from a rear-window perspective, and help companies and their customers look forward instead.P></P>

Inhalt

Foreword 8
Prologue 10
Contents 14
Collaboration and Co-creation 16
Introducing a New Type of Customer 18
Collaboration and Co-creation in Action 21
Open Source Movement 21
Mountain Biking 22
Collaboration and Value Co-creation Go Mainstream 23
Hallmark’s Collaboration and Co-creation Journey 25
Hallmark’s Customer Collaboration Initiatives 28
Notes and References 31
A Framework for Implementation 32
Planet Orange: Creating Value with Fans 33
Framework for Building a Co-creation Capability 35
Listen 36
Engage 37
Respond Externally: Co-creation 38
Respond Internally: Organizational Alignment 39
A Shift in Mindset 39
Authenticity 40
Flexibility 41
Conviction 43
Marmite XO: A Co-creation Classic 44
Act 1: Listening and Recruiting 44
Act 2: Engagement and Development 44
Act 3: Creation and Launch 45
Notes and References 47
Listen 49
How Listening Shaped the Obama Campaign 50
Listening Works 52
Gateways to Listening 54
Traditional Marketing Research 55
Observation 57
Digital Listening 58
Characteristics of Effective Listening Programs 61
Formality 61
Framing 62
Diversity 63
Dynamism 63
Appendix 3.1 Sample List of Companies Providing Digital Listening Services 65
Notes and References 65
Engage 68
Customer Engagement: Nike’s Joga.Com 68
Characteristics of Successful Customer Engagement 70
Arenas and Domains 70
Engagement Arenas 71
Engagement in Physical Spaces 71
Engagement in Digital Arenas: Communities and Websites 73
Engagement in Digital Arenas: Social Media 76
Engagement Domains 79
Factors Enabling Engagement 81
Intent: Engagement, Not Sales 81
Controlling Interactions and Agendas: Less Is More 82
Participation: Make Room for Everybody 82
Incentives: Recognition Matters, Money Matters 83
Appendix 4.1 Sample List of Companies Providing Digital Customer Engagement Services 83
Appendix 4.2 The Mentos-Diet Coke Geyser Experiment 83
Notes and References 84
Respond Externally: Co-creation 87
Co-creation Praxis Audi 87
Blizzard Entertainment 89
Structure of Co-creation 90
Objectives 91
Arenas 96
Collaborators 98
Tools and Processes 101
Contracts 106
Notes and References 108
Respond Internally: Organizational Alignment 110
Dell Embraces Customer Collaboration and Co-creation 112
Threadless: Built on Collaboration and Co-creation 113
Dell and Threadless: More Similarities Than Differences 115
Levels of Implementation 116
Light-level Implementation 117
Moderate-Level Implementation 119
High-Level Implementation 120
Innovation Intermediaries 124
InnoCentive (http: www.innocentive.com) 124
Innovation Exchange (http://www.innovationexchange.com/) 125
NineSigma (http://www.ninesigma.com/) 126
Culture and CEO: Inspiring and Enabling Collaboration 127
Michael Dell Wanted Ideastorm 128
Connect-and-Develop Was A.G. Lafley’s Baby 129
Appendix 6.1 Sample List of Innovation Intermediaries 131
Notes and References 131
Rethinking Marketing and Innovation 133
Rethinking Marketing 134
Customer Value: Not What It Was Previously 136
Customer Value Platforms, Not Products 137
Customer: Not Just Consumer, but Producer, Collaborator, Competitor, and More 139
Conversations, Not Communication and Promotion 140
Rethinking Innovation 144
Platform Innovations Enable Greater Value-Creation 147
We Need More Meaningful and Substantive Innovations 148
Think Reverse Innovation 149
Doing Well by Doing Good 151
Notes and References 152
Beyond the Business World 154
Denmark: Co-creating a More Vibrant Future 154
The User Driven Innovation (UDI) Program 155
Scotland: Co-creating Quality of Life for the 50+ Age Group 157
Chicago: Co-creating a Greener City 159
Norway: Co-creating Health Care Innovations 161
The Clinic of Innovation 162
Visionaire 42 and 47: Co-creating a Unique Sensory Experience 164
IBM’s Habitat Jam: Solutions for Pressing Human Problems 165
Appendix 8.1 Business Innovation Fund Focus 169
Appendix 8.2 Winners of NESTA’s Age Unlimited Scotland Challenge 170
Appendix 8.3 Chicago Climate Action Plan Progress Report: First Two Years 170
Notes and References 171
Epilogue 173
Global Pulse 2010 174
Swasthya Chetna (Hindi for “Health Awakening”) 175
I Do 30 (http://www.ido30.org/) 175
Acknowledgments 178
Acknowledging the Collaborators 182
Subject Index 183
Name Index 199
Company Index 203
About the Collaborators 208
About the Author 209

Produkt-Details

• Erscheint lt. Verlag: 2.11.2010
• Zusatzinfo: XIV, 205 p.
• Verlagsort: New York
• Sprache: englisch
• Themenwelt: Studium ► 1. Studienabschnitt (Vorklinik) ► Biochemie / Molekularbiologie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Branding • Corporate Strategy • Customer Equity • Customer Relationship Management • Innovation • Marketing • Market Research • Value Creation
• ISBN-10: 1-4419-7082-7 / 1441970827
• ISBN-13: 978-1-4419-7082-4 / 9781441970824