Creating more value has become a cornerstone in the business practices of more and more corporations as they seek a competitive advantage in the hypercompetitve global marketplace. This idea has become increasingly popular as an efficient and digital-age way to find new and customer-centric ideas for co-creating new products, or creating the basis for a more open and honest channel of communication with customers that can lead to that co-creation.
According to the Co-Creation Association:
Co-creation is defined as the act of involving customers and/or stakeholders in the innovation, marketing or value creation processes of private or public organizations.
To honor the thought leaders in the area of co-creation, the Co-Creation Award was established in 2010 by the Co-Creation Association, a special interest group of the Product Development and Management Association (PDMA). This award is made possible through a coalition of partners including the Co-Creation Forum, which in turn includes Local Motors, Promise, eYeka, Forrester, Brightidea, Nielsen, Capgemini Consulting, and many more organizations working together to foster co-creation.
This year, Gaurav Bhalla has the distinction of being named one of the first judges as the third awards go global in 2012. Gaurav Bhalla is an innovation, strategy, and marketing professional with global experience as a multinational executive, business consultant, entrepreneur, and educator. His principal professional focus is to help organizations create and deliver compelling customer value and achieve profitable business growth through customized innovation, strategic marketing, and customer insight programs.
Gaurav’s leading-edge thinking is reflected in his Harvard Business Review article, “Rethinking Marketing,” and his book, Collaboration and Co-Creation: New Platforms for Marketing and Innovation, which has drawn audiences in more than 15 countries and which is currently being translated into Korean.
Gaurav works with Passenger as its Chief Innovation Officer and is the CEO of Knowledge Kinetics, a customer-value innovation company that is committed to helping companies create compelling customer value through continuous innovation. He frequently shares his knowledge and experience on winning customers’ hearts on his personal website and his Innovation Blog, and through speaking and presenting globally at conferences, corporate off-site meetings, and client seminars and workshops.
The 2012 Co-Creation Awards will celebrate successful implementation of co-creation projects and will reward the best use of co-creation for product, service, or process innovation as well as marketing and communication in the private and public sectors.
In the past, the following pioneering projects had been rewarded:
- In 2011, NikeID, Heineken Open Design Explorations, Philips MediaSuite, and Share an Idea (video).
- In 2010, DSB — The Movie, Sara Lee Open Innovation, Ontwikkelzelf Lab by Verzekeruzelf, and Second Bloom by Heijmans.
Gaurav Bhalla will be joined by Frank Piller, chair professor of management and the director of the Technology & Innovation Management Group at RWTH Aachen University, Germany, one of Europe’s leading institutes of technology. He also is a founding faculty member and co-director of the MIT Smart Customization Group at the Massachusetts Institute of Technology.
Source: “Gaurav Bhalla and Frank Piller to Judge Cases in the 2012 Co-Creation Awards,” Co-Creation Awards 2012, September 2012