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Co-creating customization: collaborating with customers to deliver individualized value

Co-creating customization: collaborating with customers to deliver individualized value PurposeThe article introduces practitioners to the concept and process of co-creating customization with buyers.Design/methodology/approachThis article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use.FindingsCompanies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive advantages.Practical implicationsFor the company, co-creating leads to better offerings – including new capabilities that can be used with different customers in differing combinations – and also a more complete and clear picture of what its customers want.Originality/valueThe article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategy & Leadership Emerald Publishing

Co-creating customization: collaborating with customers to deliver individualized value

Strategy & Leadership , Volume 45 (3): 6 – May 15, 2017

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1087-8572
DOI
10.1108/SL-03-2017-0028
Publisher site
See Article on Publisher Site

Abstract

PurposeThe article introduces practitioners to the concept and process of co-creating customization with buyers.Design/methodology/approachThis article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use.FindingsCompanies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive advantages.Practical implicationsFor the company, co-creating leads to better offerings – including new capabilities that can be used with different customers in differing combinations – and also a more complete and clear picture of what its customers want.Originality/valueThe article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value.

Journal

Strategy & LeadershipEmerald Publishing

Published: May 15, 2017

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