A new study finds that companies can improve consumer adoption and accelerate product takeoff of cocreated innovations through a novel communication strategy that creates inconsistency or a mismatch between the creator’s and the company’s messages.
The common wisdom about marketing cocreated innovations is wrong
A new study finds that companies can improve consumer adoption and accelerate product takeoff of cocreated innovations through a novel communication strategy that creates inconsistency or a mismatch between the creator’s and the company’s messages.