Implementing Co-creation Internally?

12manage is looking for contributors...

Co-Creation > Forum Log in

Implementing Co-creation Internally?
Ceferino Dulay, Jr., Member
What would possibly happen if co-creation were implemented within the firm, looking at management as the provider of "products" - business directions, empowerment, etc. And the employees as the users of these "products" - designing how directions can be implemented at their level, ensuring proper workflow and timetables, etc. This means close alignment of all activities in all areas and levels and each side learning from the other.

Internal Wikies and Blogs
David M. ONeill, Member
Companies prepared for the negative potential may be served well by supporting internal wikies and blogs for these generative purposes.
Note: the co-creation process as exhibited in these newer interactive forms are a more raw (non-mediate) form of group perspective generation such as the Delphi Method.

Co Creation Inside an Organization
Chris Olney, Member
As a student, current course of study being servant leadership, I think Mr. Dulay Jr. has the right idea adopting the co-creation concept to internal, organizational policy. Both between management and employees and in the board to owners relationships...
Couldn't it cause a smoother, accepted, transition during corrections made necessary by these current turbulent times?

Getting There from Here: Issues with Internal Co-Creation
David M. ONeill, Member
The potential of co-creation inside organizations is great given current facilitating technologies. Problems still arise in:
- Initiating engagement by communicating and sustaining the value of user contributions,
- ...while ameliorating the risks of personal exposure and loss of advantage i.e. first to market etc.
- Inside and across organizations there are politics, profit and other factors motivating against collaboration.
- Engagement issues inside non-profit organizations and in social co-creation systems (health care & NGOs) will center on trust.
- In commercial inter-organizational contexts market advantages and profit rank high as demotivators.
- Creating an open sharing environment is very hard even when enlightened self-interest might apply - knowledge and trust must be addressed and communicated from organizational levels above the actors within the system(s) - think: Prisoner's Dilemma.

Getting There from Here
Ceferino Dulay, Jr., Member
There is no need to set up a new system. Only a shift from individual to team work, team performance and team evaluation plus team objectives that emanated from corporate objectives. For example, an objective to improve market share by --% can be translated down the line up to team and individual level. Performance evaluation is done the same way but upward. This shift will encourage organizational alignment, team work and learning, awareness of interconnectivity, reduce politics, value of team and individual efforts and expertise, etc. The shift will hold for profit and non-profit organizations.

Co Creation Facilitates Change
Chris Olney, Member
Because it can be inserted into most leadership models, and because it brings everyone one board, as Mr. Dulay points out, it could and should eliminate a lot if not most of the conflicts, finger pointing, and performance killing politics. Interdepartmental rivalries become dependant cooperation. But with everybody on the same page, when needed, any change or correction in policy or direction that is deemed healthy for the organization, is achieved faster and much more easily than old school methods.

Co-creation is not for Everybody
Christian Ehlers, Member
@Chris Olney and @Ceferino Dulay, Jr. : Authors of co-creation even state in their book that implementing co-creation in the organization can be really hard and can actually cost more than its added value to the organization.
And IF you decide to implement it, then you will still need change if the organization structure is a top-down one. What you want is a flat organization structure where all in the company have a say in matters. This does not necessarily create an organization that can react and respond fast, quite the opposite. Japanese companies can be a good example of this. They respond slow, but when they respond they respond better to the situation. Just sometimes too late though.
@David M. ONeill's solutions can be very good for starters.

First we Need to Develop Behavior Towards Value Co-creation
Amjad Shamim, Member
In order to move to co-creation, first stage is to develop customers' and employees' behavior towards value co-creation. The platform of co-creation will only work if both parties are willing to participate in co-creation activities.
Please correct me if I am wrong?


  Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.  

Special Interest Group Leader

You here

More on Co-Creation
Best Practices

Expert Tips


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2018 12manage - The Executive Fast Track. V14.1 - Last updated: 23-7-2018. All names of their owners.