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Eric Mankin Interview: The Degrees of Making Co-creation Work

From the CMO Summit at the 2006 Innovative Marketing Conference in New York, produced by Corante and Columbia Business School’s Center on Global Brand Leadership:

Eric Mankin, PhD, Executive Director of Babson Executive Education, defines the concept of co-creation, a core theme of the CMO Summit; explains the difference between co-creation and co-invention; and outlines the three types of products and services that are best suited for co-creation and the degrees to which co-creation could actually work.

Download the podcast (MP3, 6Mb, 13:35)