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| Tekijä: | Berger, C. (et al.) |
| Otsikko: | Co-designing modes of cooperation at the customer interface: learning from exploratory research |
| Lehti: | European management review
2005 : SPRING, VOL 2:1, p. 70-87 |
| Asiasana: | Customers Strategy Learning Co-operation Research Companies Case studies |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to explore new modes of cooperation among customers, retailers and manufacturers (hereafter as: c-r-and-m.) resulting from co-design - a customer-centric business strategy. This paper first explores collaboration challenges with a case company introducing customer co-design (a sport goods manufacturer Adidas AG). In the second step, findings are used from a larger database of case studies on customer co-design or mass customization to identify four basic modes of cooperation btw. c-r-and-m. In the final step, the understanding gained from this differentiation is refined using the Adidas case. |
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