4-The Role of Customers in Interactive Co-Creation Practices The Italian Scenario外文电子书.pdf

Know Techn Pol (2009) 22:61–69 DOI 10.1007/s12130-009-9068-x ORIGINAL PAPER The Role of Customers in Interactive Co-Creation Practices: The Italian Scenario Fabrizio Maria Pini Received: 10 November 2008 /Accepted: 3 February 2009 /Published online: 25 February 2009 # Springer Science + Business Media B.V. 2009 Abstract Co-production, or co-creation, is becoming production, has been discussed in the marketing the cornerstone of marketing and design practices and literature because of its perceived importance as a new a sort of managerial mantra that is rapidly gaining tool for increasing customer satisfaction and products’ momentum both at professional and academic level. success in the market, while in design literature, a strong Despite a growing interest for this topic, there seems emphasis has been given to the tools that can ease the to be a lack of researches investigating the level of access to participatory design by users and customers interest and participation of customers in co-creation (Bødker and Buur 2002; Battarbee 2003) and improve activities and the drivers and motivations that might their overall experience (Allen 1993; Cain 1998; trigger co-production. This paper presents the results Forlizzi and Ford 2000). Adopting the co-production of a research run by Politcnico di Milano School of approach is a radical shift in the way in which firms Management in collaboration with AC Nielsen, establish relationships with customers. Customers are Nielsen Online and Connexia in 2007 among Italian no longer considered as receivers of the values, consumers to determine the size and characteristics of products and/or services provided by companies. the co-creation phenomena.