What we know about collaboration and co-creation

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

It is now far easier for businesses to engage and interact with their customers, and accordingly many businesses reach out to their customers for ideas generation and co-creation. With roots in consumer participation, collaboration and co-creation ar