Research Question – Lauren Dijkshoorn

Name: Lauren Dijkshoorn
Course: Seminar Concept English
Period: D
Teacher: Rob van den Idsert
Format: Presentation
Date: 10-05-2017

Research question

How does co-creation/participation between customer and company change the marketing field of today?

Sub questions

What is participation/co-creation?
How is participation/co-creation used in marketing?
How does participation/co-creation influence the marketing field of today?
What target audience is reached by participation/co-creation marketing?
How does participation/co-creation influence the target audience


For my research I want to research a subject that I find really interesting.

There are large changes in the media landscape in the past years. This changes the way target audiences can be reached. Some target audiences can’t be reached or are hard to reach when using the classic ways of marketing/communications.

By researching this subject I want to create insight in what participation/co-creation in marketing is, how this is executed and what the advantages are.


  • Desk research
    Looking for and analysing of already existing literature on the subject.
  • Interviews
    Looking for opinions about participation/co-creation of people who have been a part of participation/co-creation
  • Observation
    Compare and analyse existing examples.

Participation brand index
Lee R.P., Yonggui W., Ma S., Anderson J. (2017) Customer Participation in Service Cocreation: An (Extended) Abstract. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
What marketers can learn from participation brands

The Five Levels of Competitive Advantage Yielded by Co-Creation for Sales and Procurement – The Co-Creation Edge


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