Abstract
Co-production, or co-creation, is becoming the cornerstone of marketing and design practices and a sort of managerial mantra that is rapidly gaining momentum both at professional and academic level. Despite a growing interest for this topic, there seems to be a lack of researches investigating the level of interest and participation of customers in co-creation activities and the drivers and motivations that might trigger co-production. This paper presents the results of a research run by Politcnico di Milano School of Management in collaboration with AC Nielsen, Nielsen Online and Connexia in 2007 among Italian consumers to determine the size and characteristics of the co-creation phenomena.
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Notes
By accessing Nielsen Homescan® to run this investigation authors had the chance to access to a multi-outlet panel that captures all consumer package goods purchase information, as well as non-UPC coded random weight perishable products. Over the past 10 years, the Homescan consumer panel has emerged as one of the most performing consumer purchasing panel in the world. Its proven success and the value it brings to marketers has led to the development of ACNielsen Worldwide Consumer Panel Services, now providing key consumer insights in 27 countries, based on consumer purchase information from over 260,000 households globally. A key advantage of Homescan is that it provides insights into buying behaviour across every type of purchase channel. Using in-home bar code scanners, Nielsen Homescan provides our clients with valuable insights into consumer shopping behaviour not available from any other source. The Nielsen Homescan panel is demographically balanced to represent the household population. It has long proven itself the definitive source for understanding consumer purchase behaviour and shopping patterns for any segment of the population across all outlet types.
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Pini, F.M. The Role of Customers in Interactive Co-Creation Practices: The Italian Scenario. Know Techn Pol 22, 61–69 (2009). https://doi.org/10.1007/s12130-009-9068-x
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DOI: https://doi.org/10.1007/s12130-009-9068-x