2. How does LEGO’s changing practice in relation to co-creation reflect shifts in our understanding of brand management?
Answers
Explanation:
We can learn a lot about engaging employees in organizational change from Lego’s pioneering approach to co-created product design. Lego’s IDEAS website is an excellent example of an online co-creation platform. Here is how it works. The website invites Lego enthusiasts to post designs for new play-sets and to vote and give feedback on submitted projects. If a project receives over 10,000 votes, it goes into a review phase where Lego set designers and marketing professionals decide if the product is viable for production. The voting mechanism motivates creators to mobilize their social network to vote for their submission, effectively enlisting customers in brand promotion. The creator of a new Lego set is recognized in the set materials and receives a royalty of 1% of net sales. One bird-loving Lego enthusiast designed a Robin, Blue Jay and Hummingbird made of the famous bricks. The models flew off the shelves and have grossed the creator close to $30,000 dollars in royalties for three months of sales. Lego engages actively with the IDEAS community via a blog where the company presents the most exciting projects and presents the winners.
The power of co-creation has been established by many leading consumer brands, among them Apple, Google, Ikea, Nike and Starbucks. These companies have successfully embraced this new paradigm to revolutionize how they relate to their customers, engaging them continuously in the process of ideating, producing, and marketing products. Airbnb or Uber have shot to the top out of nowhere by using co-creative platform technologies to turn passive consumers into active providers of goods and services.
The Theory
Co-creation is a strategy that brings together multiple parties to jointly produce a mutually valued outcome. The paradigm was put on the map by C. K. Prahalad and Venkat Ramaswamy beginning in 2000 with their article Co-Opting Customer Competence. The book The Power of Co-Creation, by Ramaswamy and Francis Gouillart, provides an excellent discussion of how co-creation can support organizational change.
Co-creation starts out by shifting away from a traditional company-centric perspective that views the consumer as a passive outsider with whom the company transacts primarily at the point of purchase. The co-creation paradigm conceives the consumer instead as an integral part of the system for value creation. Customer and enterprise can co-create value at multiple points of the value chain. Underlying this consumer-centric model is the idea that customers have intellectual capital that is worth tapping into for producing a superior customer experience. Not only are consumers willing to share the workload of ideating, designing and marketing products. They will also be more loyal customers, and in many instances even be willing to pay a premium. This is a sweet spot if ever there was one.
The Practice
Co-creation can take many forms, from the formal to the informal, from online to offline. But co-creation always requires a platform of one kind or another.
Answer:
The diversity and richness of Philippine literature evolved side by side with the country's history. This can best be appreciated in the context of the country's pre-colonial cultural traditions and the socio-political histories of its colonial and contemporary traditions.The average Filipino's unfamiliarity with his indigenous literature was largely due to what has been impressed upon him: that his country was "discovered" and, hence, Philippine "history" started only in 1521. So successful were the efforts of colonialists to blot out the memory of the country's largely oral past that present-day Filipino writers, artists and journalists are trying to correct this inequity by recognizing the country's wealth of ethnic traditions and disseminating them in schools and in the mass media. The rousings of nationalistic pride in the 1960s and 1970s also helped bring about this change of attitude among a new breed of Filipinos concerned about the "Filipino identity."