Innovating with customers online: A comparative study of European customers’ motives to co-create

Efthymios Constantinides, Carlota Lorenzo Romero, Giacomo Del Chiappa

    Research output: Contribution to conferenceOtherOther research output

    Abstract

    Online co-creation is popular due to the easy interaction with large numbers of customers on a global scale; increasingly, online customers are willing to spend time and effort on business innovation processes as a way to influence the development of products and services. Finding and attracting the innovation-minded potential co-creation partners is one of the main challenges of co-creation trajectories; understanding the attitudes and motives of innovation-minded customers is important in order to entice and recruit them as innovation partners. In a survey conducted in the Netherlands and Spain, we examined customers’ motives for participating in online co-creation processes. Two co-creator profiles were identified based on high and low degrees of motivation. We found that between twenty-five and thirty percent of on line customers are active co-creators and that Spanish customers are more enthusiastic co-creators than Dutch customers. Financial motivations are not the main reason for co-creation; the main motivations for highly motivated customers are product-related benefits, while hedonic benefits are the most important triggers for less motivated co-creators.
    Original languageEnglish
    Number of pages25
    Publication statusPublished - 19 Jan 2018
    Event17th International Marketing Trends Conference 2018 - Paris, France
    Duration: 18 Jan 201820 Jan 2018
    Conference number: 17

    Conference

    Conference17th International Marketing Trends Conference 2018
    Abbreviated titleIMTC 2018
    CountryFrance
    CityParis
    Period18/01/1820/01/18

    Fingerprint

    Comparative study
    Co-creation
    Innovation
    Spain
    Trajectory
    Business innovation
    Interaction
    Innovation process
    The Netherlands
    Trigger

    Cite this

    Constantinides, E., Lorenzo Romero, C., & Del Chiappa, G. (2018). Innovating with customers online: A comparative study of European customers’ motives to co-create. 17th International Marketing Trends Conference 2018, Paris, France.
    Constantinides, Efthymios ; Lorenzo Romero, Carlota ; Del Chiappa, Giacomo. / Innovating with customers online : A comparative study of European customers’ motives to co-create. 17th International Marketing Trends Conference 2018, Paris, France.25 p.
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    abstract = "Online co-creation is popular due to the easy interaction with large numbers of customers on a global scale; increasingly, online customers are willing to spend time and effort on business innovation processes as a way to influence the development of products and services. Finding and attracting the innovation-minded potential co-creation partners is one of the main challenges of co-creation trajectories; understanding the attitudes and motives of innovation-minded customers is important in order to entice and recruit them as innovation partners. In a survey conducted in the Netherlands and Spain, we examined customers’ motives for participating in online co-creation processes. Two co-creator profiles were identified based on high and low degrees of motivation. We found that between twenty-five and thirty percent of on line customers are active co-creators and that Spanish customers are more enthusiastic co-creators than Dutch customers. Financial motivations are not the main reason for co-creation; the main motivations for highly motivated customers are product-related benefits, while hedonic benefits are the most important triggers for less motivated co-creators.",
    author = "Efthymios Constantinides and {Lorenzo Romero}, Carlota and {Del Chiappa}, Giacomo",
    year = "2018",
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    Constantinides, E, Lorenzo Romero, C & Del Chiappa, G 2018, 'Innovating with customers online: A comparative study of European customers’ motives to co-create' 17th International Marketing Trends Conference 2018, Paris, France, 18/01/18 - 20/01/18, .

    Innovating with customers online : A comparative study of European customers’ motives to co-create. / Constantinides, Efthymios ; Lorenzo Romero, Carlota; Del Chiappa, Giacomo.

    2018. 17th International Marketing Trends Conference 2018, Paris, France.

    Research output: Contribution to conferenceOtherOther research output

    TY - CONF

    T1 - Innovating with customers online

    T2 - A comparative study of European customers’ motives to co-create

    AU - Constantinides, Efthymios

    AU - Lorenzo Romero, Carlota

    AU - Del Chiappa, Giacomo

    PY - 2018/1/19

    Y1 - 2018/1/19

    N2 - Online co-creation is popular due to the easy interaction with large numbers of customers on a global scale; increasingly, online customers are willing to spend time and effort on business innovation processes as a way to influence the development of products and services. Finding and attracting the innovation-minded potential co-creation partners is one of the main challenges of co-creation trajectories; understanding the attitudes and motives of innovation-minded customers is important in order to entice and recruit them as innovation partners. In a survey conducted in the Netherlands and Spain, we examined customers’ motives for participating in online co-creation processes. Two co-creator profiles were identified based on high and low degrees of motivation. We found that between twenty-five and thirty percent of on line customers are active co-creators and that Spanish customers are more enthusiastic co-creators than Dutch customers. Financial motivations are not the main reason for co-creation; the main motivations for highly motivated customers are product-related benefits, while hedonic benefits are the most important triggers for less motivated co-creators.

    AB - Online co-creation is popular due to the easy interaction with large numbers of customers on a global scale; increasingly, online customers are willing to spend time and effort on business innovation processes as a way to influence the development of products and services. Finding and attracting the innovation-minded potential co-creation partners is one of the main challenges of co-creation trajectories; understanding the attitudes and motives of innovation-minded customers is important in order to entice and recruit them as innovation partners. In a survey conducted in the Netherlands and Spain, we examined customers’ motives for participating in online co-creation processes. Two co-creator profiles were identified based on high and low degrees of motivation. We found that between twenty-five and thirty percent of on line customers are active co-creators and that Spanish customers are more enthusiastic co-creators than Dutch customers. Financial motivations are not the main reason for co-creation; the main motivations for highly motivated customers are product-related benefits, while hedonic benefits are the most important triggers for less motivated co-creators.

    M3 - Other

    ER -

    Constantinides E, Lorenzo Romero C, Del Chiappa G. Innovating with customers online: A comparative study of European customers’ motives to co-create. 2018. 17th International Marketing Trends Conference 2018, Paris, France.