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Transforming Jewellery Designing: Empowering Customers Through Crowdsourcing In India

Bijoylaxmi Sarmah, Zillur Rahman

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Dynamic business environment demands ‘value’ to be co-created with larger group of stakeholders and especially with customers as partners for development and growth. With this goal in mind, MNCs are engaging in value creation with the customers by largely seeking customer engagement in designing features of products and services that foster customer action and instil a sense of pride and confidence in them. The focus of this study is to investigate crowdsourcing as a tool for customer co-creation in ideation stages of new product development (NPD) through an engagement platform called ‘My Expression’. Case study methodology is applied, and secondary data are collected online mostly from firm website. Thus, this is an attempt to highlight present and future avenues of co-creation in Indian MNCs with distinct cultural and social aspects.