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![•Where have you had a Coke lately?
“It was taken from the peak of the Iztaccihuatl, Mexico's third highest
mountain. [At 5,230m... you can guess why was the bottle half-full! :-)]
“Les Grand Montets near Mont Blanc French Alps 3275m”
“NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS”
15](https://image.slidesharecdn.com/networkinnovation2011-111116135748-phpapp01/75/Networkinnovation-2011-15-2048.jpg)
Uploaded byFabrizio Maria Pini
Networkinnovation 2011
1) Co-creation with external networks can impact business models by reducing costs of customization, ideation, and design or increasing brand awareness and sentiment. 2) Different levels of commitment in co-creation include visitors, testers, participants, creators, and collaborators, motivated by factors like engagement, influence, uniqueness, and respect. 3) Communities that support co-creation can include brand communities focused on marketing, subcultures interpreting brands locally, and neotribes building skills around products/services.
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Networkinnovation 2011
- 1. Innovatio n through the explo of value itation networks Fabrizio Maria Pini Head of Marketing Programmes MIP Business School Politecnico of Milan
- 2. Agenda • Call forco-creation: business model implications • The different levels of commitment • Defining the different kind of communities to support co-creation • Brand and company role in supporting different co-creation communities
- 3. Call for co- creation:business model implications
- 4. The role ofco-creation in defining company’s competitive advantage depends on the kind of business model that supports corporate strategies
- 5.
- 6. The distribution andinventory costs of businesses successfully applying this strategy allow them to realize significant profit out of selling small volumes of hard-to-find items to many customers instead of only selling large volumes of a reduced number of popular items. The total sales of this large number of "non-hit items" is called the Long Tail.
- 8. Cost of servicesin customisation might erode inventory cost reductions
- 9. Exploit co-creation toreduce cost of services
- 10. The minimal incremental cost of inventory in long tail business models could also be exploited reducing cost of product ideation and design....
- 11. By explioting external networks
- 14. In other cases,external networks are used to increase brand awareness and sentiment...
- 15. •Where have youhad a Coke lately? “It was taken from the peak of the Iztaccihuatl, Mexico's third highest mountain. [At 5,230m... you can guess why was the bottle half-full! :-)] “Les Grand Montets near Mont Blanc French Alps 3275m” “NEVADO DEL TOLIMA KOLOMBIA 5.800 MTS...CHARLYTOONS” 15
- 16. 120 Photos ofYour Next Coke… 16
- 17. 5,800 Times ofday to enjoy a Coke… 17
- 18. Or run customer surveysunder different shapes...
- 23. The different levels ofmitment com
- 24. Individuals show differentlevels of commitment in co- creation practices
- 25. Role Activities Motivations to co- crete and satisfaction drivers Visitor visit, browsing, without high feedbac k and awareness and education interaction with peers and company Tester trial of products, services and solution s and engagement and influence interaction with the company and in some cases with community members Participant contribution to discussions with com munity insight and engagement members and company, comments and voting Creator creation and personalisation for self uniqueness of the experience, quality of personal output Collaborator generation for self and for others, inst ead of influence and respect company
- 27. The different kinds of community to support co-
- 28. individuals belonging tomore than a community individual link between different communities individual community individual individual individual individual individual individual individual individual community individual individual individual individual individual individual community community individual community individual individual
- 29. Different kind of communities consumption subculture: nature of the interactions border line subgroups within the community value interpreted on the basis of local groups individual transformation process brand community: neotribe: Marketing goal built around product or brand brand is the subject of the group linking value is based on skills and competencies brand is the core of conversations developed around products, services, brands consciousness of kind linked to the right use of the brand
- 30. Community roles R&D communication production and pre and post and distribution sale services design promotions communinty as community as community as internal resource consultant promoter
- 31. Brand and company role in supporting different co- creation communities
- 32. Type of Brand and Expected co- community company role creation output Provide contents Awareness Brand community Reward the right use of Sentiment brand Brand evangelists Provide technical Service amelioration support Incremental product Subculture of consumption Show competence innovation Reward problem solving Customer support Brand re-interpretation Brand democratisation Product innovation Acceptance of border Neotribe New contexts of use line behaviours New meanings and Ready to change needs
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