The Power of Co-Creation: Build It with Them to Boost Growth, Productivity, and Profits Book

Part One: Value Co-Creation

1 Becoming a Co-Creative Enterprise 3

Nike as a Co-Creative Enterprise 8

Enterprise Transformation at Starbucks 21

Build It With Them 29

2 The Co-Creation Principle 35

Live Meetings at Club Tourism 39

Engaging Customers at Dell 42

Changing the Retail Experience at Apple Stores 46

LEGO's Physical and Digital Experiences 51

Apple iPhone as a Mobile Engagement Platform 54

Transforming Call Centers at Nestlb1s and Nokia 56

Using Private Community Spaces for GlaxoSmithKline Alli 60

Leveraging Public Community Spaces at HUL, SAP, and Intuit 64

3 Innovation Co-Creation 71

Customers as Chief Designers at Camiseteria 73

Opening Up Product Development at Wacoal 75

Innovation Without Walls at Orange 79

Tapping into Talent from All Over at Mozilla and InnoCentive 81

Apple Inside 84

IT as Enabling Innovation Co-Creation at Infosys 87

Generating New Business Opportunities at IBM and Shell 91

4 Engaging People Among Business Networks 96

Engaging Dealers in the Network at Brother 97

Linking Small Businesses with Partners at GE Healthcare 100

Connecting Consumers and Stakeholders at Toyota Scion 103

The Essence of Co-Creative Ecosystems at Crushpad 107

5 Building Social Ecosystems 112

Deepening Economic Development at ITC e-Choupal 114

Engaging Micro-Entrepreneurs at BEME 120

Generating Environmental and Social Impact at ABB 122

Empowering the Nonprofit Citizen Sector at Ashoka 124

6 Designing Engagement Platforms 128

Expanding the Space of Experiences 130

Expanding the Scope and Scale of Interactions 131

Expanding Platform Linkages 134

Expanding Stakeholder Relationships in the Ecosystem 137

The New Frontier of Co-Creative Design 141

Part Two: Management Co-Creation

7 Transforming the Enterprise Through Co-Creation 149

Co-Creative Transformation at La Poste's Retail Division 150

The New View of Organizational Transformation 164

8 Leading the Co-Creative Enterprise 168

Management Makeover at Cisco 169

Organizational Design around Employee Experiences at HCL 174

The Challenge of Growth at ERM 177

9 Going Beyond Processes to Co-Creative Engagement 186

Instituting Co-Creative New Product Management at Predica 188

The New Frontier of Co-Creative Operations 204

10 Opening Up Strategy 207

Co-Creating Strategy at Kaiser 208

Strategy as a Co-Creative Discovery Process 220

11 Co-Creating Institutional Change 223

Co-Creating Philanthropic and Civic Change at Caja Navarra 224

The "Seoul" of Citizen Engagement in Policy Making 233

Agenda 2020 in Rio Grande do Sul 236

Balancing the Invisible Hand with the Visible at SEBI 240

Toward a Co-Creative Economy 244

Epilogue: A Co-Creation Manifesto 247

Acknowledgments 253

Notes 257

Index 269