Firms seek net benefits of consumer creativity: Taking part can have positive impact on attitudes to brands

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Online retailers are increasingly encouraging consumers to have some creative participation in relation to advertising of their products. But just how effective is this input? This paper put the issue to the test by getting volunteers to do some genuinely creative work, while a control group merely takes part in a non-creative fashion. Among the findings, it emerges that attitudes in the two groups vary depending on the “fit” of a product - whether, for example, companies are exploring new product territory.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "Firms seek net benefits of consumer creativity: Taking part can have positive impact on attitudes to brands", Strategic Direction, Vol. 31 No. 5, pp. 19-21. https://doi.org/10.1108/SD-02-2015-0043