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Adventures in strategic co-creation

Adventures in strategic co-creation This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsThis viewpoint concentrates on how companies can move toward delighting their customers with experiences, using examples from Thailand where customer satisfaction is historically low. The key customer experience innovation strategy is for larger firms to co-create with small- and medium-sized enterprises (SMEs) for the long term, to tap into the fast evolution these SMEs move through by pursuing an intimate understanding of their customers.Originality/valueThe briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Adventures in strategic co-creation

Strategic Direction , Volume 35 (7): 3 – Jul 11, 2019

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0258-0543
DOI
10.1108/sd-04-2019-0073
Publisher site
See Article on Publisher Site

Abstract

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsThis viewpoint concentrates on how companies can move toward delighting their customers with experiences, using examples from Thailand where customer satisfaction is historically low. The key customer experience innovation strategy is for larger firms to co-create with small- and medium-sized enterprises (SMEs) for the long term, to tap into the fast evolution these SMEs move through by pursuing an intimate understanding of their customers.Originality/valueThe briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Journal

Strategic DirectionEmerald Publishing

Published: Jul 11, 2019

Keywords: Customer experience strategy; Co-creation; Competitive advantage; Customer delight; Customer experience innovation

References