Chapter Three
THE CO-CREATION EXPERIENCE
AS WE HAVE SEEN, many companies have begun to experiment with co-creation of value. Still, most managers are reluctant to let go of familiar practices and tools—their zone of comfort. The result is an emerging tension between the traditional “company think” and the emerging “consumer think” around the issue of whether the firm can unilaterally control the choice of experiences in the co-creation process. We believe the answer is no.
The Co-Creation Experience as the Basis for Value: The Napster Example
In May 1999, Shawn Fanning created Napster, which allowed individuals to share digitized music files on the Internet. In effect, it fostered compelling new experiences for consumers, focusing on access, ...
Get The Future of Competition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
