Customer Co-Creation Projects and the Social Media: The Case of Barilla of Italy

25 Pages Posted: 4 Jan 2014

See all articles by Antonella Martini

Antonella Martini

University of Pisa - Department of Energy and System Engineering (DESTEC)

Silvia Massa

Università degli Studi di Genova

Stefania Testa

Università degli Studi di Genova

Date Written: December 10, 2013

Abstract

This article investigates a social media-enabled customer co-creation project at the front-end of innovation (FEI) in a well-known, large-scale food manufacturer. It sheds light on the role of social media technology in transforming the characteristics of FEI in terms of boundaries and knowledge distance. What type of exploratory or exploitative innovation ideas does a project of this sort enable? How did the project evolve? What lessons can be learned from this project? A longitudinal case study of Barilla was carried out through two rounds of interviews with Marketing, Business Dev. & Innovation, and Digital Communication managers. The evidence gathered highlights the emergent evolution of this customer co-creation project from an initial stage of idea exploitation to a more complex and fruitful stage in which both exploitation and exploration were simultaneously accomplished.

Keywords: innovation, customer co-creation, social media, crowdsourcing, front-end innovation, case study

Suggested Citation

Martini, Antonella and Massa, Silvia and Testa, Stefania, Customer Co-Creation Projects and the Social Media: The Case of Barilla of Italy (December 10, 2013). Business Horizons, 2014, Available at SSRN: https://ssrn.com/abstract=2374400

Antonella Martini (Contact Author)

University of Pisa - Department of Energy and System Engineering (DESTEC) ( email )

L.go L. Lazzarino
Pisa, Pisa 56122
Italy

HOME PAGE: http://www.dsea.unipi.it

Silvia Massa

Università degli Studi di Genova ( email )

Via Vivaldi 5
Genova, 16126
Italy

Stefania Testa

Università degli Studi di Genova ( email )

Via Vivaldi 5
Genova, 16126
Italy

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