Co-Creation on a Global Scale

Accepted for publication in: Marketing Review St. Gallen, April 2010 Co-creation on a global scale: How guests impact firms internationalization strategies The importance of customers in international strategy has largely been neglected or relegated to the simple and rather passive role of a buyer. In this article, we suggest a different approach and identify the potence impact of co-creation activities. We provide several examples of how customers are more actively involved in global value creation and thereby impact firms international posture. Christiane Prange and Zelal Ates EM Lyon Business School In format to survive in todays global markets, firms enquire to constantly innovate, e.g., provide customers with new offerings, transform traditional processes and preface organisational changes. For a long time, major multinational firms have opted to stay fresh the drivers of these innovations internally. Recently, several companies have realized that collaboration with external parties proves effective to extend the boundaries of the firms network of ideas (Hagedoorn/Duysters 2002; Su et al. 2009). This is also reflected in the international marketing and strategy literature, which has identified various shipway of collaborative innovation efforts, e.g.

international alliances, subsidiary-driven innovations, innovation networks (Almeida/Phene 2004; Boehe 2007). However, the role of the customer in driving these strategies has received surprisingly little care (Leonidas/Katsikeas 2003). Customers in International Strategy Extant research on customers in international strategy has mainly revolved some the tension of global scale economies versus local adaptation, and market ledger entry strategies. Typically, firms start their internationalization processes abroad for reasons of market-seeking or client spare-time activity to transfer domestically successful business models or customer relations to foreign countries (CardoneRiportella et al. 2003). For instance,... If you want to get a right essay, order it on our website: Orderessay

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