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JM Webinar: The Common Wisdom About Marketing Cocreated Innovations Is Wrong

Is the customer cocreation model a legitimate strategy to drive innovation and adoption of resulting products or is it flawed by design? While adopted by nearly 78% of companies, cocreation has yielded disappointing results to date. The bankruptcy of the much-heralded firm Quirky is one case in point. This webinar, presented by Charlie Noble (University of Tennessee), offers insights into why some cocreated products succeed and others fail – focusing on marketing communications as a lever that can help drive success. Specific communication strategies are also offered.

Full article in the Journal of Marketing

Read the Scholarly Insight for this article here.