To read the full version of this content please select one of the options below:

Adventures in strategic co-creation: Customer experience lessons from Thailand in creating the foundations for consumer delight

Strategic Direction

ISSN: 0258-0543

Article publication date: 31 May 2019

Issue publication date: 11 July 2019

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

This viewpoint concentrates on how companies can move toward delighting their customers with experiences, using examples from Thailand where customer satisfaction is historically low. The key customer experience innovation strategy is for larger firms to co-create with small- and medium-sized enterprises (SMEs) for the long term, to tap into the fast evolution these SMEs move through by pursuing an intimate understanding of their customers.

Originality/value

The briefing saves busy executives, strategists, 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.

Keywords

Citation

(2019), "Adventures in strategic co-creation: Customer experience lessons from Thailand in creating the foundations for consumer delight", Strategic Direction, Vol. 35 No. 7, pp. 22-24. https://doi.org/10.1108/SD-04-2019-0073

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited