Organizational Challenges of Customer Co-creation

Benjamin Bergmayr, Christiane Rau, Katja Krämer-Helmer

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationTagungsband 9. Forschungsforum der österreichischen Fachhochschulen
PublisherEigenverlag
ISBN (Print)ISSN 2411-5428
Publication statusPublished - 2015
Event9. Forschungsforum der österreichischen Fachhochschulen - Hagenberg, Austria
Duration: 8 Apr 20159 Apr 2015

Workshop

Workshop9. Forschungsforum der österreichischen Fachhochschulen
CountryAustria
CityHagenberg
Period08.04.201509.04.2015

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