The Cluetrain Manifesto
The beginning of the revolution: the Cluetrain Manifesto
Co-creation has become a very sexy world in the business news. Newspapers and magazines are full with inspiring titles, like 5 Co-creation Examples: E.ON, Coca-Cola, MTV, Tata Group & Heineken, 5 examples of how brands are using co-creation, How Coca-Cola uses co-creation to crowdsource new marketing ideas.
However, the understanding of this term is often blurred and organisations use the word co-creation to refer to many different things, which share one key concept: the involvement of users and the conversations between users and organisations.
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