This paper provides a conceptual understanding of how co-creation can add value in the service industry regarding brand loyalty as well as customer relationship management through some of its basic features of co-creation which include co-designing, collaborating, tinkering, and submitting. | Co-creation a new method of building brand loyalty innovation International Journal of Management IJM Volume 9 Issue 6 November-December 2018 23 Article ID IJM_09_06_002 Available online at http ijm JType IJM amp VType 9 amp IType 6 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication CO-CREATION A NEW METHOD OF BUILDING BRAND LOYALTY amp INNOVATION Sunita Kumar and Megha Kandoi Christ University India ABSTRACT Innovation in any form can bring overall new energy to brand loyalty. In an organization especially in the service industry co-creation is a business strategy which is an open innovation for consumers. This paper provides a conceptual understanding of how co-creation can add value in the service industry regarding brand loyalty as well as customer relationship management through some of its basic features of co-creation which include co-designing collaborating tinkering and submitting. Co-creation sources are combined to generate new directional and mutual values. The co-innovation not only includes engagement but also gives stakeholder co-creation and compelling experience for value creation. Keyword Co-creation Brand Brand Loyalty Customer Relationship Management Brand Awareness Innovation Collaboration Partnership. Cite this Article Sunita Kumar and Megha Kandoi Co-Creation A New Method of Building Brand Loyalty amp Innovation International Journal of Management 9 6 2018 pp. 13 23. http IJM JType IJM amp VType 9 amp IType 6 1. INTRODUCTION Innovation has always been successful when it has been a group activity and is the result of long hours spent on developing the idea of creativity together with others. Co-creation in marketing is a successful strategy which allows consumers of a brand to get actively involved and develop an interacting relationship with the brand to co-construct a product or service which gives .
