Author: van Limburg, Bob

Source: Event Management, Volume 12, Number 2, 2009 , pp. 105-117(13)

Publisher: Cognizant Communication Corporation

Abstract:

Cocreation, the latest marketing development concept using experienced lead users, their companies, and their communities were the foundation of this study. Cocreation adds a new dimension into the marketing policy of a company, thus developing the ultimate product or service. The lead user analysis method of von Hippel, involving three steps, was followed in order to do explorative research about applying cocreation within the multiday pop festival branch. First the trends within this branch were identified. The next steps were to locate the lead users and then to analyze their experiences. Useful tools within this explorative research are communities, which are used to gain information of lead users. The experiences of lead users in the multiday pop festival branch showed the problems and needs in this branch. These findings are both scientific and practical. The scientific contribution is the question for more research of cocreation stimulating environments. The other scientific finding is the quest for research in order to make the lead user a better lead user and so more of value to a firm. The practical contribution is the delivery of a seven-step model festival managers can use to implement cocreation in their festival.

Keywords: FESTIVALS; COCREATION; VALUE CREATION; POP FESTIVALS; EVENTS; CONSUMER BEHAVIOR; EXPERIENCE MARKETING

Document Type: Research article

DOI: http://dx.doi.org/10.3727/152599509787992571

Publication date: 2009-04-01

More about this publication?

• Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.

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