Customer Co-Creation Examples: 12 Companies Doing it Right

Co-creation is a way for companies to collaborate with stakeholders, typically customers or employees, to produce mutually valued outcomes. Successful co-creation requires planning and a deep understanding of a brand’s customer base. We analyze 12 successful initiatives including Unilever's Open Innovation platform, IKEA’s Co-Create IKEA, Sodexo’s Innov’Hub, DeWalt’s Insight Community, LEGO’s LEGO Ideas, Heineken’s Concept Club, DHL's Innovation Centers, Anheuser-Busch’s crowdsourcing approach to develop Black Crown beer, BMW’s open innovation contests, Accor Live Limitless’ innovation funnel process, and General Mills' crowdsourced product ideas.