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Understand the Perils of Co-Creation
Verhoef, Peter C.; Beckers, Sander F.M.; van Doorn, JennyArticle HBS-F1309C-EMarketingSocial media give companies tremendous opportunities to engage with customers by inviting them to participate in value-creating activities, such as brainstorming advertising taglines or product ideas. But co-creation initiatives can backfire if customers view them as a chance to bash the company, and managers need to think carefully about the risks.Starting at €8.20