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The benefits of co-creating with customers for innovation are widely acknowledged within service marketing and innovation literature (e.g. Trischler et. al., 2017; Gustafsson et al., 2012 and Chan et al., 2010). However, as more organizations utilise customer resources in the co-creation of innovation, there is competitive pressure to enable customers to perform better as creative agents. Yet, little is known about how to activate and leverage customer creativity · to enhance the co-creation of innovation, particularly within online communities. Research recognises the complexities regarding co-creation with customers for the purpose of innovation (e.g. Gemser and Perks, 2015; Mahr et al., 2014; Trischler et al., 2017). These complexities are apparent, as managers must manage for the individual, socio-cultural and environmental factors that facilitate meaningful new ideas through individual and collective creativity within online communities (Amabile and Conti, 1997).Therefore, activating the link between customer creativity and co-creation for innovation requires a deeper understanding of the conditions that drive such pursuits.

Item Type:	Conference Extract
Keywords:	innovation, customer creativity, co-creation
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing Theory
Objective Division:	Economic Framework
Objective Group:	Management and Productivity
Objective Field:	Marketing
UTAS Author:	Laud, G (Dr Gauri Laud)
ID Code:	123916
Year Published:	2018
Deposited By:	TSBE
Deposited On:	2018-02-01
Last Modified:	2018-11-12
Downloads:	0