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Co-creation: Building brands together

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Forum Markenforschung 2016

Zusammenfassung

Since its invention as a theory and practice in the early 2000s, co-creation has boomed. Organizations conduct co-creation programmes, specialist consultancies provide co-creation advice and academic researchers use it in a diverse range of fields (Prahalad and Ramaswamy, 2003, 2004; Ramaswamy and Gouillart, 2010; Füller et al, 2009; Füller, 2010; Hatch and Schultz, 2010; Ind et al, 2013; Frow et al, 2015). Attend a branding conference and you will hear ‘co-creation’ bandied around in all sorts of different contexts.

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Author information

Authors and Affiliations

  1. Oslo, Norwegen

    Nicholas Ind

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  1. Nicholas Ind
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Correspondence to Nicholas Ind .

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Editors and Affiliations

  1. Hochschule für Wirtschaft und Recht Berlin, Berlin, Germany

    Carsten Baumgarth

  2. Fachbereich Wirtschaftswissenschaften , Koblenz, Germany

    Holger J. Schmidt

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Ind, N. (2018). Co-creation: Building brands together. In: Baumgarth, C., Schmidt, H. (eds) Forum Markenforschung 2016. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-19668-4_1

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  • DOI: https://doi.org/10.1007/978-3-658-19668-4_1

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-19667-7

  • Online ISBN: 978-3-658-19668-4

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