The Co-creation Continuum: From Tactical Market Research Tool to Strategic Collaborative Innovation Method

Nicholas Ind, Oriol Iglesias, Stefan Markovic*

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Co-creation can open up a brand to the outside world and help it to generate relevant innovations. However, there is scarce empirical evidence as to how managers actually use co-creation to connect with customers and other stakeholders and build enduring innovation-oriented relationships with them. To better understand this, as well as the assumptions of managers and the barriers they encounter in realizing the potential of co-creation, the authors have conducted 20 semi-structured interviews with managers that have led co-creation initiatives for 20 brands. This research finds diverse views of co-creation - from tactical market research tool to strategic collaborative innovation method, and shows that brands can be positioned along a continuum between these two polarities. This article also presents the implications for those that want to seize the potential of co-creation.
Original languageEnglish
JournalJournal of Brand Management
Issue number4
Pages (from-to)310-321
Number of pages12
Publication statusPublished - 1 Aug 2017


  • Brand management
  • Co-creation
  • Innovation
  • Market research
  • Qualitative research

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