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Abstract

The benefits of co-creating with customers for innovation are widelyacknowledged within service marketing and innovation literature (e.g. Trischler et. al.,2017; Gustafsson et al., 2012 and Chan et al., 2010). However, as more organizationsutilise customer resources in the co-creation of innovation, there is competitive pressureto enable customers to perform better as creative agents. Yet, little is known about how toactivate and leverage customer creativity · to enhance the co-creation of innovation,particularly within online communities. Research recognises the complexities regardingco-creation with customers for the purpose of innovation (e.g. Gemser and Perks, 2015;Mahr et al., 2014; Trischler et al., 2017). These complexities are apparent, as managersmust manage for the individual, socio-cultural and environmental factors that facilitatemeaningful new ideas through individual and collective creativity within onlinecommunities (Amabile and Conti, 1997).Therefore, activating the link between customercreativity and co-creation for innovation requires a deeper understanding of theconditions that drive such pursuits.

Item Type:	Conference Publication
Authors/Creators:	Laud, G and Karpen, I and Conduit, J
Keywords:	innovation, customer creativity, co-creation
Publisher:	European Institute for Advanced Studies in Management
ISSN:	1998-7374
Copyright Information:	Copyright unknown
Related URLs:	Google Scholar: Laud, G
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