In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.
One of the main topics of the MCPC 2011 will be co-creation with customes and users. We are glad that we could win a number of high profile researchers to present their latest studies on customer co-creation. This session focuses on co-creation for idea generation.
Session 1.3 (Nov 18): Customer Co-Creation for Ideation
The Future of Crowdsourcing - From Idea Contests to MASSive Ideation
Johann Füller(CEO of HYVE), Katja Hutter and Julia Hautz (Insbruck University) provide an overview of crowd sourcing practices for the future and introduces the “MASSive Ideation” approach which supports generating and evaluating numerous ideas and allows for the further elaboration of top-ranked ideas into a handful of the most promising concepts. This is done in collaboration with a large and geographically scattered crowd. The software-based approach captures the advantages of both real-life innovation workshops and virtual online interaction to facilitate the generation of elaborated product or service concepts.
Coopetition in Virtual Communities: An Interdisciplinary Approach
Virtual communities provide an essential outlet for customer co-creation. Vera Blaszevic, Alexandra Gatzweiler and Evalotte Lindgens (RWTH Aachen University) and Sophie Einwächter (Bochum University) talk about how to use the concept of coopetition to study cooperative and competitive mechanisms in virtual customer communities and their effect on individual and community productivity. Learn how coopetition increases productivity and why it is important for the long-term survival of the community.
Value in Co-Created Content Production in Magazine Publishing: Case Study of Co-Creation in Three Scandinavian Magazine Brands
This talk taps into the evolving phenomenon of co-creation in publishing industry. Tanja Aitamurto (Stanford University) and Saara Könkkölä (Aalto University) identify the value emerging from content co-creation in three Scandinavian magazines in a shared content production process in which customers and editorial teams co-create a magazine. The study shares results of the business value of co-creation and its impact on reader-brand relationship, increased revenue, more personalized products and other benefits.
The Relevance of Customer Co-Creation of Value for Service Companies: Does Co-Creation enhance Revenues and Satisfaction?
Ursula Grissemann and Nicola Stokburger-Sauer (Insbruck University) assess the effects of co-creation on customer satisfaction and service expenditures, highlight the effects of company support for the customer to co-create and analyze the consequences of customers’ satisfaction with their co-creation performance. They found that service expenditures increase the more customers are integrated into the service development process. Likewise, co-creation was found to positively affect customer satisfaction with the service company.
Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:
- Conference Website and Registration (reducted rates until Sept 30)
- All info here in one compact MCPC flyer
- Conference hotel and travel (rooms fill quickly, book now!)
- All posts about the conference in my blog
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