Dhondt, Steve × Broekman, Carlijn van der Torre, Wouter van de Berg, Christiaan Wiezer, Noortje #
M en O: Tijdschrift voor Management En Organisatie vol:67 issue:5 pages:107-124
To develop social innovation within organizations, cooperation with the external environment is a major lever. With the advent of internet and social media, companies have now started to exploit cooperative relations with consumers. The central question in this article is how to develop such cooperative relations to become more sustainable. This articles investigates the main components of such managerial innovation to lead to more sustainable cocreation. The cornerstones of such managerial innovation are: the position and role of consumers in company value chains; the value of cocreation, the processes for cocreation and how to manage the risks which cocreation encompasses. A more precise classification of cooperative relationships between consumers and producers is the starting point for improved co-creation.