Many firms are facing challenges by applying customer co-creation approaches inside their enterprises. While recent research provides extensive insights on the formal methods and theoretical concepts, there is still a gap in research concerning the difficulties involved in the organization of customer co-creation pro-jects. This piece of work attempts to close this gap by exploring the organizational challenges in customer co-creation projects analyzing twenty interviews with innovation managers and intermediaries. As a result, a framework with three distinct categories of organizational challenges, i.e. structural, procedural and communicational challenges is developed. The paper closes with recommendations for actions to meet these co-creation challenges successfully.
|Title of host publication||Tagungsband 9. Forschungsforum der österreichischen Fachhochschulen|
|ISBN (Print)||ISSN 2411-5428|
|Publication status||Published - 2015|
|Event||9. Forschungsforum der österreichischen Fachhochschulen - Hagenberg, Austria|
Duration: 8 Apr 2015 → 9 Apr 2015
|Workshop||9. Forschungsforum der österreichischen Fachhochschulen|
|Period||08.04.2015 → 09.04.2015|