Normann, 2001 Ch. 8 - The Offering as a Tool to Organize Co-production - OK deck Flashcards
1
Q
How do you create loyal customers?
A
The only way to make customers loyal today is to enable them to be disloyal. Loyalty has to be earned within a context of freedom, it cannot be imposed.
2
Q
What is offering, what is freezing?
A
Offerings are artefacts designed to more effectively enable and organize value co-production. The offering as a reconfiguration tool. IKEA and its self-service, warehouse approach.
Offerings are frozen knowledge: physical products are not only a way for freezing and storing past activities.
Instead of pre-freezing, companies today must now enable their customers to co-design offerings in real time.
