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Master thesis Business Administration, Specialization: Strategy & Organization Supervisor: Prof. Dr. T. Elfring Joost de Boer Student number 1517597 addition, it might also be used to seek for partnerships in fields where cooperation between two organizations might not be as obvious (Company A). Figure 4.11 | Types of co-creation among involved organizations Crowd of People Community of Kindred Spirits ! ! ! Openness Club of Experts Coalition of Parties ! ! ! ! ! ! ! Ownership Co-‐creation in the NPD-‐process Figure 4.12 on the next page shows a comparison of the different NPD-‐processes in the involved organizations. As already discussed in the previous sections, it immediately points out that all the organizations tend to use co-‐creation for the purpose of idea generation. However, this illustration also shows that all the involved organizations tend to do a form of research in the stage before involving external parties by using co-‐creation. This form of early research can be done in the way that Company A does, by using context mapping, or for example by letting a relatively small number of involved employees define a set of themes like in Company C. In either case, it may be clear that no organization uses co-‐creation with the scope of an entire greenfield by leaving the involved parties completely free in which direction they take. Next, all the involved organizations appeared to make a thorough selection of the generated ideas after the idea generation-‐phase. The exact way that these selections were made differs per organization: some use very tangible criteria such as predefined benchmarks, and others use a somewhat more ‘gut feeling’ approach. The importance of a clear scope for co-‐creation projects becomes more obvious when seeking for selection criteria and ways to communicate the follow-‐up of generated ideas towards participants of co-‐creation sessions. Considering the development phase, what immediately meets the eye is that most of the actual development of products and services is done internally – behind closed doors and without directly involving any external parties by using co-‐creation. There were no clear indications why the development of ‘openly’ generated ideas was done without direct involvement of the involved external participants. One of the possible reasons could be the lack of knowhow of externals or an organizations refusal to share information that is sensitive to 57
Master thesis Business Administration, Specialization: Strategy & Organization Supervisor: Prof. Dr. T. Elfring Joost de Boer Student number 1517597 competition. Nevertheless, later on in the development phase of some organizations external parties were involved for testing purposes, using the Crowd of People in an online environment. Figure 4.12 | Overview of NPD-processes Company A-E Idea Selection: mangement/CPDdepartment ! Context mapping Club of Experts: Idea Generation Internal development & diffusion phases No co-creation used Idea generation Idea development Idea diffusion Idea Selection: Predefined benchmarks/ OGSMT Crowd of People: Testing/evaluation ! Market research Club of Experts: Idea Generation Internal development No co-creation used Crowd of People: Testing campaigns Idea generation Idea development Idea diffusion Idea Selection: Match with defined themes / business line ! Themes defined by employees Club of Experts: Idea Generation Internal development No co-creation used Idea generation Idea development Idea diffusion Crowd of People Idea Generation Idea Selection: Fit with business/ departments Crowd of People Process improvement ! Topic defined by employees Club of Experts: Idea Generation Internal development No co-creation used Idea generation Idea development Idea diffusion Idea Selection: Management team/ involved employees ! Themes Crowd of People: Idea Generation Developed internally Crowd of People: Testing/Feedback Idea generation Idea development Idea diffusion Noticeably, co-‐creation was only once used in the idea diffusion phase. Although it might be expected that marketing departments would find opportunities in using external parties for the diffusion of newly developed products and services, only Company B actively involved their customers when planning and designing their marketing campaign. 58
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