Building Brands Together: Emergence and Outcomes of Co-creation

Nicholas Ind, Oriol Iglesias, Majken Schultz

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.
Original languageEnglish
JournalCalifornia Management Review
Volume55
Issue number3
Pages (from-to)5-26
ISSN0008-1256
DOIs
Publication statusPublished - May 2013

Cite this

Ind, Nicholas ; Iglesias, Oriol ; Schultz, Majken. / Building Brands Together : Emergence and Outcomes of Co-creation. In: California Management Review. 2013 ; Vol. 55, No. 3. pp. 5-26.
@article{f952e4432ef4411895b873da64b99d14,
title = "Building Brands Together: Emergence and Outcomes of Co-creation",
abstract = "Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.",
keywords = "Brand management, Creative collaboration, Innovation",
author = "Nicholas Ind and Oriol Iglesias and Majken Schultz",
year = "2013",
month = "5",
doi = "10.1525/cmr.2013.55.3.5",
language = "English",
volume = "55",
pages = "5--26",
journal = "California Management Review",
issn = "0008-1256",
publisher = "University of California Press * Journals Division",
number = "3",

}

Building Brands Together : Emergence and Outcomes of Co-creation. / Ind, Nicholas; Iglesias, Oriol; Schultz, Majken.

In: California Management Review, Vol. 55, No. 3, 05.2013, p. 5-26.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Building Brands Together

T2 - Emergence and Outcomes of Co-creation

AU - Ind, Nicholas

AU - Iglesias, Oriol

AU - Schultz, Majken

PY - 2013/5

Y1 - 2013/5

N2 - Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.

AB - Co-creation is a rapidly emerging area of research. However, there is a lack of understanding as to how organizations use co-creation to build relationships and generate value. How does participation emerge and what outcomes does it deliver? To generate insight into the co-creation process, we created an online brand community. Our findings show that people participate in a community because it offers them the chance to find fulfillment, to express their creativity, and to socialize. The findings have significant implications for marketing, branding, and research professionals because the research shows that managers have to see participants as integral to the brand.

KW - Brand management

KW - Creative collaboration

KW - Innovation

UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954921338093&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes

U2 - 10.1525/cmr.2013.55.3.5

DO - 10.1525/cmr.2013.55.3.5

M3 - Journal article

VL - 55

SP - 5

EP - 26

JO - California Management Review

JF - California Management Review

SN - 0008-1256

IS - 3

ER -