In 2008, the German consumer goods company Tchibo coffee and Ideas, an internet platform where customers can share their product / design ideas with the company has launched. The tension in the case arises from the uncertainty about the intentions of Tchibo Ideas. While some people perceive this move as a real attempt by the company to establish closer interactions with customers, some people see it as simply a marketing gimmick. The case describes the challenges and po … Read more »

In 2008, the German consumer goods company Tchibo coffee and Ideas, an internet platform where customers can share their product / design ideas with the company has launched. The tension in the case arises from the uncertainty about the intentions of Tchibo Ideas. While some people perceive this move as a real attempt by the company to establish closer interactions with customers, some people see it as simply a marketing gimmick. The case describes the challenges and potential benefits that Tchibo Ideas encounters that promote a discussion about the value of co-creation strategy.
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from
Sven Petersen,
Francine Espinoza,
Luc Wathieu
Source: ESMT – European School of Management & Technology
19 pages.
Release Date: 29 May 2012. Prod #: ES1291-PDF-ENG
Tchibo Ideas: Leveraging the creativity of customers HBR case solution

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