Table IX Examples of industry practices... | Emerald Publishing

Table IX

Examples of industry practices for co-creating services

Specific forms of co-creating services	Industry practice	Example	Source
Co-ideation	Idea crowdsourcing	E.ON launched an open idea submission contest to find new services through its online community	Verrinder (2012)
	Lead user involvement	LEGO Mindstorm supplies software to members to reprogram and develop programmable robots	Chesbrough (2011), Gyrd-Jones and Kornum (2013)
Co-valuation	Commenting and voting	Users submit and vote for designs presented by Threadless	Ogawa and Piller (2006), Russo-Spena and Mele (2012)
Co-design	Solution crowdsourcing	Netflix Prize was a competition to find a solution to improving Netflix’s accuracy in predicting the enjoyment level for a user for a given movie based on extant movie preferences	Prpić et al. (2015)
	Co-creation workshops	DHL fosters co-creation workshops with customers to co-design solutions that improve the service experience	DHL Solutions & Innovations (2017)
Co-test	Open service innovation	IBM and customers jointly develop and co-test solutions and share the resulting knowledge as part of the First-of-a-Kind initiative	Chesbrough (2011)
Co-launch	Co-launch	At Threadless, besides submitting and voting for designs, users share responsibility for the launch of the design by advertising, shooting for catalogues and wooing new customers	Ogawa and Piller (2006), Russo-Spena and Mele (2012)
Co-production	Co-production	IKEA co-produces improvements in family living with its customers by guiding them to assemble their own furniture	Normann and Ramirez (1993)
Co-consumption	Brand communities	The Harley Owners Group (HOG) by Harley-Davidson connects highly engaged customers and interacts with them through online and offline channels	Fournier and Lee (2009)

Specific forms of co-creating services	Industry practice	Example	Source
Co-ideation	Idea crowdsourcing	E.ON launched an open idea submission contest to find new services through its online community	Verrinder (2012)
	Lead user involvement	LEGO Mindstorm supplies software to members to reprogram and develop programmable robots	Chesbrough (2011), Gyrd-Jones and Kornum (2013)
Co-valuation	Commenting and voting	Users submit and vote for designs presented by Threadless	Ogawa and Piller (2006), Russo-Spena and Mele (2012)
Co-design	Solution crowdsourcing	Netflix Prize was a competition to find a solution to improving Netflix’s accuracy in predicting the enjoyment level for a user for a given movie based on extant movie preferences	Prpić et al. (2015)
	Co-creation workshops	DHL fosters co-creation workshops with customers to co-design solutions that improve the service experience	DHL Solutions & Innovations (2017)
Co-test	Open service innovation	IBM and customers jointly develop and co-test solutions and share the resulting knowledge as part of the First-of-a-Kind initiative	Chesbrough (2011)
Co-launch	Co-launch	At Threadless, besides submitting and voting for designs, users share responsibility for the launch of the design by advertising, shooting for catalogues and wooing new customers	Ogawa and Piller (2006), Russo-Spena and Mele (2012)
Co-production	Co-production	IKEA co-produces improvements in family living with its customers by guiding them to assemble their own furniture	Normann and Ramirez (1993)
Co-consumption	Brand communities	The Harley Owners Group (HOG) by Harley-Davidson connects highly engaged customers and interacts with them through online and offline channels	Fournier and Lee (2009)