Operational/tactical level

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To be used to boost the overall innovation department. See for example the article about GlaxoSmithKlein and how they are taking radical steps to combat Malaria.


Phases
To make this story more concrete, I would like to explain the table using a number of examples mentioned in the table.

Genius Crowds
The table shows how co-creation can contribute at different levels, including at the operational level. At the level of product and service development, there is Genius Crowds . An American company where anyone can go with a good idea for a new product, such as a watch, an app or a shoe. The ideas are explained on the website and everyone can vote on whether they think it is a good or a bad idea. Good ideas are picked up and put into production. The earnings are then shared with those who came up with the idea. In a short time, Genius Crowds has marketed multiple products to a massive success and the organization is growing rapidly.

genius crowds

Pickwick (Dutch Tea Blend)
An almost old, but very successful case, is that of spain phone data Pickwick and the launch of the new tea flavour Dutch Tea Blend. Pickwick fans on Hyves were invited to the factory in Joure to think along about the packaging, the name and even about different flavours for the new tea. Afterwards, the fans on Hyves promoted the new flavour purely out of enthusiasm and sometimes they even called in the press. This caused quite a stir, even before the new tea flavour was in the shops.

Although it is almost never the case that a new tea flavour sells as well as the classics such as Earl Grey and English Blend, it is important for a brand like Pickwick to come up with new flavours, to come across as innovative and to be able to ask a price premium. Nevertheless, this introduction was a huge success and Pickwick expects that a new classic, partly thanks to the crowd, has been born .

Giff Gaff
But you can also use co-creation at a strategic level to strengthen the organization's resources. Giff Gaff is a telecom provider that has entered into competition with parties such as Vodafone and T-Mobile in England. They do not want to be a large organization that gives customers the feeling that they are treated as cash cows that can be made money from. That is why they want the organization to be partly run by the customer themselves.