Co-criação

Nos últimos tempos tenho lido muito sobre a co-criação (definições relevantes aqui). Por exemplo:
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"The Future of Business is not Created, It’s Co-Created
Customer influence is growing and when they’re not focusing attention on one another, they’re focusing activity toward the things that move them. As we know, brands and organizations are the recipients of sentiment, both good and bad. It’s what we do with the feedback and insights that define the brand in the future. In addition to brand, competitive advantages will lean toward businesses that embrace customer engagement to shape and steer experiences and innovate future products, services and uses.
In a separate study, eMarketer learned that customers do indeed want deeper engagement with the brands and products they care about. At the same time, companies that embraced a culture and philosophy of co-creation are realizing that open collaboration is instrumental in keeping a competitive edge.
Companies also tend to restrict their co-creation activities to discrete moments in the product life cycle. But the greatest benefits can be realized when collaboration centers on building value that enhances a product’s daily use.
The study found that companies benefit from customer insights which in turn delivers customers benefit through product satisfaction. This in turn increases sales while saving customers time and increasing their productivity. Of course, co-creation promotes loyalty and builds pride and a sense of recognition, which equally lowers customer service costs while building a strong community of customers and advocates." (Trecho retirado de "Social Media Engagement Must Enable Business Success")
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Interessante este exemplo "How Amazon Might Just Have Saved Barnes & Noble":
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"And Amazon’s primary competitor, Barnes and Noble, was drowning. B&N’s Nook came late to the party and was little more than an expensive Kindle on the other bookseller’s platform.

Then, something interesting happened. Two things, really. First, the Nook was hacked to make it a moderately functioning tablet computer. More importantly, B&N embraced this change and soon launched an OS that not only allowed this hack to continue but pushed hard into this space. Second, it launched a better product: a touch-screen color Nook.

Have you played with a Nook next to a Kindle? The Nook is just better.

It’s got a touch screen. Do you own a mobile phone today? If you do, it’s probably a touch screen device. Our frame of reference has shifted to touch screens on handheld devices, hasn’t it? It’s color, like most of our handheld devices are. It makes more sense. The Kindle, which cheaper by $100, is still a very attractive product that, because of the comparison with the Nook, is something we can live with – but it’s not the one we want. The first time I picked a Kindle up, I kept poking the screen expecting it to do something."
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Por isso, se eu pudesse... era aqui que eu ia.