The first paperback edition of landmark title - completely updated for paperback - by the foremost expert on 'co-creation' in product innovation, branding, and marketing. In "Flipped", John Winsor makes the powerful case that instead of focusing on traditional branding efforts, companies must learn to use 'co-creation' tools to create new products, services, and marketing strategies in collaboration with their customers, from the bottom up. He takes readers deep into this new kind of customer-company relationship, providing useful case studies and practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.
Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation | John Winsor | Agate
Table of Contents
Chapter 1: Introduction
Co-creation of Innovation in Business Practice, Customer Co-creation as an Extension of the Open, Innovation Paradigm, Managerial Challenges in Customer Co-creation of Innovation, Quality and Volume of Customer Ideas, Team Limitations Limitations, Research Questions, Contribution to Theory, Contribution to Practice, Theoretical Background, Group Cognition and Decision-Making in Innovation Teams, Regulatory Focus in Innovation Teams, Reflexivity in Innovation Teams, Dissertation Organization, Chapter 2 Literature Review, Defining Cocreation in a New Product Development Context, Literature Review, Ability of Customers to Contribute to the Co-creation of Innovation, Customer Motivations for Participating in the Co-creation of Innovation, Co-created New Product Effectiveness and Efficiency
Chapter 2: Co-creation of Innovation and Customer Metrics, Co-creation and Brand Management Practical Challenges Associated with Cocreation, Cognitive Theories in Innovation and New Product Development, Regulatory Focus Theory, Regulatory Focus in Innovation, Team Reflexivity, Team Reflexivity in the Innovation Literature, Hypothesis Development, Innovativeness Selection Skill in Cocreation, Performance-Based Selection Skill in Co-creation, Team Regulatory Focus and Customer Idea Innovativeness, Team Reflexivity and Customer Idea Innovativeness, Influence of Regulatory Focus x Reflexivity on Novelty, Meaningfulness, and Feasibility 69 Team Regulatory Focus and.
LINK FOR THE BOOK
https://www.amazon.com/Flipped-Bottom-Up-Co-Creation-Replacing-Innovation/dp/1932841482
