Involving consumers in value creation process is not just a trend. Collaborative innovation, co-creation, co-design are becoming natural to the most innovative companies. Therefore, even the collaboration with consumers is growing, notalways the reasons remain clear. Why do companies need to work with consumers and not just propose them brands and products? What is behind the simple brands’ wish to try co-creation?
Many academics in marketing are trying to understand and explain what are the main reasons and the main benefits for companies to engage with consumers and interact with them. One of the approaches talking about the collaboration between companies and their clients is known as “Knowledge Marketing”. Professor Oleg Curbatov (University Paris 13)—the author of the concept—shared with us what does the exchange between clients and companies really mean.
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