Co-creation with consumers : who has the competence and wants to cooperate

International audienceThe article discusses upstream and downstream co-creation between lead users, emergent nature consumers, and marketing managers as of 2013, focusing on the results of an online survey. Topics include the engagement of consumers with companies, the targeting of lead users, value propositions, and the co-creation competence of emergent nature consumers in comparison with ordinary consumers. According to the article, emergent nature consumers may be more efficient than ordinary consumers, but they are also more willing to engage in co-creation. The survey's research methodology is described