Acceso usuarios
Bob van Limburg
Cocreation, the latest marketing development concept using experienced lead users, their companies, and their communities were the foundation of this study. Cocreation adds a new dimension into the marketing policy of a company, thus developing the ultimate product or service. The lead user analysis method of von Hippel, involving three steps, was followed in order to do explorative research about applying cocreation within the multiday pop festival branch. First the trends within this branch were identified. The next steps were to locate the lead users and then to analyze their experiences. Useful tools within this explorative research are communities, which are used to gain information of lead users. The experiences of lead users in the multiday pop festival branch showed the problems and needs in this branch. These findings are both scientific and practical. The scientific contribution is the question for more research of cocreation stimulating environments. The other scientific finding is the quest for research in order to make the lead user a better lead user and so more of value to a firm. The practical contribution is the delivery of a seven-step model festival managers can use to implement cocreation in their festival.
