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Managing customers’ creativity for co-creative innovation

conference contribution
posted on 2023-05-23, 13:07 authored by Gaurangi LaudGaurangi Laud, Conduit, J, Karpen, IO
Contemporary management has seen a shift in innovation practices to harness the knowledge and creativity of customers, and other stakeholders, through collaborative platforms that facilitate the co-creation of innovation. While an emerging body of literature emphasises the role of co-creation in innovation, marketing and service researchers have not considered the role of customer creativity in this process. Commonly creativity is considered through the number of ideas generated as outcomes, but this study investigates the essence of customer creativity through an individual’s creative self-efficacy, creative role identity, and ideational behavior, and in doing so takes a socio-cultural approach to creativity to arrive at new, innovative ideas. We develop a conceptual model that explicates the individual, social and system drivers of the customers’ ideational behaviour and willingness to participate in co-creation for innovation, and the self-enrichment that emerges from the innovation task and community.

History

Publication title

ANZMAC 2017: Marketing for Impact

Editors

L Robinson, L Brennan, and M Reid

Pagination

347

ISSN

1447-3275

Department/School

TSBE

Publisher

RMIT University

Place of publication

Australia

Event title

ANZMAC 2017

Event Venue

Melbourne, Australia

Date of Event (Start Date)

2017-12-04

Date of Event (End Date)

2017-12-06

Rights statement

Copyright 2017 RMIT University

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

Usage metrics

    University Of Tasmania

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