How to co-create local food products with consumers? Online publication date: Tue, 10-Jan-2017
by Maria Antikainen; Marketta Niemelä
International Journal of Technology Marketing (IJTMKT), Vol. 12, No. 1, 2017
Abstract: Local food supports local finance, employment and cultural traditions. Local food producers often have limited resources to invest in R'D, and their risk-taking ability is low. Earlier studies in the online community context indicate that utilising the user's creativity and innovation capability has a great deal of potential for new product development and service design. For local food producers, social media offers cost-efficient opportunities for involving customers in product and service development. The aim of the study is to explore the potential of a co-creation approach for local food producers and how to engage consumers in that co-creation. The study is dyadic, taking both the consumers' and producers' perspectives. The results indicate that consumers seem to be interested in having long-term relationships with producers. Their motivations to participate in co-creation processes were found to be mostly related to the possibility of producing better products and of learning and gaining new insights. The producers who participated in our study have already taken the first steps in using social media, and the next logical step would be utilising social media in the co-creation process.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com