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Co-creación en Wikipedia Co-creation is the practice of product or service development that is collaboratively executed by developers and stakeholders.

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Presentation on theme: "Co-creación en Wikipedia Co-creation is the practice of product or service development that is collaboratively executed by developers and stakeholders."— Presentation transcript:

1 Co-creación en Wikipedia Co-creation is the practice of product or service development that is collaboratively executed by developers and stakeholders together. Co-creation could be seen as creating great work by standing together with those for whom the project is intended. Among those who have helped popularise the term are management writers C K Prahalad and Venkat Ramaswamy, who argue in their book The Future of Competition (2004, Harvard Business School Press) that value is increasingly being co-created by the firm and the customer, rather than being created entirely inside the firm.C K PrahaladVenkat Ramaswamy Co-creation is at the heart of the open source software movement, where users have full access to the source code and are empowered to make their own changes and improvements to it.open source Co-creation is becoming more evident in marketing, where companies such as Lego have successfully engaged many of their adult customers in designing new products, or Converse, which persuaded large numbers of its most passionate customers to create their own video advertisements for the product. Tomado de

2 LOCUS OF VALUE-CREATION STANDARD CUSTOMER VALUE WITHIN THE FIRM WITHIN MARKETS AND COMMUNITIES (4) Mass Customisation ADIDAS, DELL, CAR MANUFACTURERS (8) Personalised Experience Value and Knowledge Co-Creation IPOD, AMAZON (US), MEDTRONICS, JOHN DEERE, ON STAR (1) Product Finishing IKEA (2) New Product Design and Development (Lead User) P&G, SILICON GRAPHICS, VOLVO XC90, HARLEY DAVIDSON, SATURN (6) New Service Design TELIASONERA, ALARIS MEDICAL SYSTEMS (7) Real-Time Marketing & Service Adaptation CONTACT CENTRE DIALOGUE, CEMEX and FEDEX TRACKING SYSTEMS PERSONALISED or UNIQUE CUSTOMER VALUE Value Creation Pre-Use (Fixed attribute products) Value Creation In-Use (unique experiences) To comment on this chart, visit chrislawer.blogs.com EIGHT STYLES OF COMPANY-CUSTOMER VALUE CO-CREATION R&D Experience Environments (5) Open Community Ideation and Product Design and Development COMPUTER GAMES MODS, LINUX, LEGO MINDSTORMS, FIRFOX, INNOCENTIVE (3) Existing Product Adaptation (Customer Feedback SONY ANTENNA SHOPS, CISCO KNOWLEDGE CENTRE, MICROSOFT KNOWLEDGEBASE Tomado de

3 ODriscoll, Tony. Virtual World and Game Change Update, April 10, 2007 Evolution of the web

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