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What is co-creation, and how can it improve innovation in your organization?
Kraft Foods innovates using “co-creation” with their customers, which involves an ongoing dialogue between the two about what improvements Kraft can make. This practice has led to new ideas, packaging guidance, and insights into cooking habits. So, how does it work?
Kraft’s Methods of Co-Creation
They began by creating an online employee community known as “FOODii” (see section 5 of this article). Kraft needed to name a new Jell-O product, so they used FOODii to request employee input. Within 24 hours, employees had submitted over 100 ideas. The marketing team passed the top 10 on to consumers for evaluation. Thus, employees and consumers both had a hand in choosing “Chocolate Mint Sensation” as the winning name.
Then, Kraft hosted “Idea Cafe,” a three-week innovation convention. They invited 50 consumers to offer their ideas, who then worked with industry professionals to fine tune them. This convention led to the generation of 60 new ideas for improving the company.
Kraft Foods enjoyed a wealth of benefits from opening up to customer and employee input. How can your organization reap similar rewards?
The Benefits of Co-Creation
Co-creation goes beyond the typical surveys and polls. Some of its benefits include:
- Using consumer knowledge as an organization’s asset
- Creating an active dialogue between the company and its consumers
- Offering employees and consumers the chance to invest in the success of your organization
Kraft Foods’ FOODii and Idea Cafe are excellent models of combined innovation and collaboration. You too can implement their methods in your organization through the use of an idea management system.
Suggested Next Steps:
- Companies of all sizes (from Fortune-500s to growing startups) use IdeaGlow software to build their own innovation management framework. IdeaGlow is affordably priced & relatively easy to implement. If you’re interested, you can apply for a FREE 30-day trial of IdeaGlow software.
- Get new information we publish on innovation management right in your email inbox, sign up for a FREE email newsletter packed with useful info.
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