Co-creation: a B2C and B2B comparative analysis

• Published in: Marketing intelligence & planning 2019-09, Vol.37 (6), p.674-688
• Main Authors: D’Andrea, Fernando Antonio Monteiro Christoph, Rigon, Filipe, Almeida, Ana Carolina Lopes de, Filomena, Bertran da Silveira, Slongo, Luiz Antonio
• Format: Article
• Language: English
• Subjects: Business to business commerce; Communication; Comparative analysis; Consumers; Customer services; Design; Fast moving consumer goods; Innovations; Marketing; Objectives; Product development; Studies; Theory; Value creation
• ISSN: 0263-4503; 1758-8049
• DOI: 10.1108/MIP-08-2018-0306

Purpose The purpose of this paper is to qualitatively analyze and compare people’s objectives when participating in two sets of co-creation initiatives – business-to-consumer (B2C) and business-to-business (B2B) – to what the theory in the field states about that participation. Design/methodology/approach A qualitative approach has been adopted; it uses laddering, a qualitative technique, in a novel manner through the analysis of an abstract product: the co-creation process. Findings Results in B2C point to a disconnection between the motivation of participants and what the theory suggests that should be expected from a co-creation agenda. In the B2B setting, the disconnections are much smaller. Research limitations/implications The research used small and narrow samples. Additionally, the research considers only the consumers’ perspective. Practical implications Considering the context in which they compete (industrial or consumer market), companies must come up with better selection criteria for co-creators and must be more specific in setting and pursuing the goals of the co-creation projects. By doing so, organizations can achieve more fruitful results in those innovation initiatives. Originality/value The present study is innovative in the use of laddering to understand not a product nor a service, but a process: co-creation. The study reveals that, despite the buzz about co-creation, practical examples suggest that this process may not be as fruitful or satisfying as the theories suggest.