The Implications of the Internet for Collaboration with Customers on Product Decisions

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The Implications of the Internet for Collaboration with Customers on Product Decisions

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Themes

Internet, product decisions, web 2.0, collaboration, participative marketing, consom'action, social networks, Facebook, twitter, Instagram, crowdsourcing, customer experience, PLC Product Life Cycle, trade policy, value chain, customization, L'Oréal, Coca Cola, nestle, Nike, Decathlon, Leroy Merlin, Lego, Amazon

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Abstract

Web 2.0 is opposed to web 1.0 (appeared in 1990) which was defined as a 'static web' where the user was passive and simply consume the information that came to him without intervening. The origin of the term Web 2.0 was introduced by Dale Dougherty of the company O'Reilly in 2004 and then popularized by Tim O'Reilly in 2005. Web 2.0 refers to the second generation of the web, one where blogs have emerged, along with social networks, Wikipedia (open for all information) and other Internet services focused on collaboration, sharing, participation and self-publishing (Reed and Balague, Marketing on line ,2011, Pearson).
The consumer is now at the heart of the strategies in this recent form of « one-to-one marketing » that could be named participative marketing. The company that seeks to minimize his risk and best meet the needs of consumers working more and more with them through digital platforms. « Co-creation enriches the spectrum of skills and ideas. Any expert in his field tends to cut the field of possibilities while a person who is not skilled tends less towards self-censorship (Lidia Boutaghane & Ariane - Gaudefroy,www.lesechos.fr). We will see in a 1st part co-creation between business and consumer issues, then we will see the techniques of cocreating with a series of concrete examples and in a 3rd part we will see the limits and risks of the co-creation.

Why Cooperate With Customers ? What Are the Co-Creation Stakes?
1. Participative Marketing and Customers Value Creation
2. Co-Creation Definition
3. Customer Experience
4. Stakes in Terms of PLC and Upstream Marketing Costs
5. Consumer, Link in the Value Chain
6. Products Customization
Co-Creation Techniques and Examples
1. Social Networks
2. Influencers
3. Creative Platforms
4. Companies Platforms
5. Fab Labs (fabrication laboratories)
Cocreation Risks and Limits
1. According to Companies
2. According to Customers

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[...] The fear of losing the confidentiality of data is also a reason not engaging in such an approach. Involve customers to co-create can be tricky for businesses, taking into account the risk of disclosure of certain methods and trade secrets. Companies are obviously very careful to preserve and defend their interests in terms of intellectual property. The participation of external players can also slow down the usual process of innovation within an organization and so, the product launch on the market, thus meaning a barrier to competitiveness. [...]

[...] Finally, the question of the approach relevance may arise. A company which has a strong culture of innovation, and that is used to integrate the needs of customers, may see no interest to engage in a process that involves previously identified risks According to Customers Even if a majority of co-creation is paid, the aspect "free work" may be resented by the customers. Provide product ideas without be rewarded maybe lived as a unpaid contribution and therefore act as a brake on co-creation. [...]

[...] Facebook is the pioneer of the internet paradigm shift enabling easy information exchanges and community spirit. Brands achieved to implement relevant Facebook digital strategy by providing multimedia content and following different communities through community managers. Big mass-market players such as Coca Cola or Pepsi pay very attention to Facebook and social networks: they post regularly attractive multimedia content about new products , cultural or sports happenings sponsored by them to strike attention of followers. Their community managers pay high attention to consumer experiences, comments and topics such as « coca cola is harmfull for health » and do their best to calm polemics about their products ingredients. [...]

[...] Why Cooperate With Customers? What Are the Co-Creation Stakes? 1.1 Participative Marketing and Customers Value Creation The goal is to better meet the needs of consumers by improving products and in creating new ones or services suggested by consumers the consumer was often deceived and disappointed by brands in the past and it developed a phenomenon of consom'action (consumers ' action): "set of actions and organisations to defend and represent individually or collectively the interests of the consumer." (site définitions-marketing.com). [...]

[...] ; downloadable data on internet platform with processing google maps which will allow to trace the course; Thus a global international running network was created by 600,000 members in 170 countries. Co-creation which contributed to the success of Nike subsequently Decathlon creation is a test platform of future Decathlon products. By becoming testers users can interact with design teams and share their views on future products under development. Communauté Leroy Merlin, enables users to file ideas, moreover to interact with the community on the discussion groups, or even answering the questions of other members. [...]

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