Successfully Communicating a Cocreated Innovation
Abstract
Despite the growing popularity of cocreation approaches to innovation, the bottom-line results of these efforts continue to frustrate many firms. Marketing communications are one important tool in stimulating consumer adoption, yet marketers to date have not taken advantage of a unique phenomenon associated with many cocreated innovations: the presence of a genesis story in the words of the creator, which can be combined in different ways with...
Paper Details
Title
Successfully Communicating a Cocreated Innovation
Published Date
Apr 17, 2019
Journal
Volume
83
Issue
4
Pages
38 - 57
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