Building Brands Together: Emergence and Outcomes of Co-Creation
通过创建一个在线品牌社区，研究了人们为何参与共创以及共创带来的结果，发现参与源于寻求满足、表达创造力和社交，对营销和品牌管理者有重要启示。
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.