The impact of product co-creation on market engagement: An evaluation of a tech innovation hub in Kano, Nigeria.
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Background of the study
Product co-creation involves the active participation of consumers in the development and refinement of products, a strategy that has gained considerable traction among tech innovation hubs. In Kano, tech innovation hubs are leveraging co-creation to drive market engagement by inviting consumers to contribute ideas, test prototypes, and provide iterative feedback (Sani, 2023). This collaborative approach not only empowers consumers but also fosters a sense of ownership and loyalty toward the brand. By integrating consumer insights into product development, companies can tailor their offerings more precisely to market needs and preferences, thus enhancing market relevance and competitiveness (Bello, 2024). Furthermore, co-creation initiatives often generate positive word-of-mouth, increase consumer satisfaction, and lead to more innovative product solutions. As digital platforms continue to facilitate real-time collaboration, the impact of product co-creation on market engagement becomes even more pronounced. This study investigates how product co-creation initiatives affect consumer engagement and explores the benefits and challenges associated with this collaborative strategy within a tech innovation hub.
Statement of the problem
Despite the growing adoption of product co-creation, there is limited quantitative evidence on its impact on market engagement, particularly within tech innovation hubs in Kano. Companies often struggle to measure the tangible benefits of involving consumers in product development, and challenges such as managing diverse consumer inputs and aligning them with strategic goals can hinder effective implementation (Ibrahim, 2023). Additionally, the lack of standardized frameworks to evaluate co-creation outcomes complicates the assessment of its impact on consumer engagement and market performance. This study seeks to address these issues by examining the direct relationship between product co-creation and market engagement, while also identifying the primary challenges faced during the co-creation process (Usman, 2024).
Objectives of the study:
To assess the impact of product co-creation on market engagement.
To identify key benefits and challenges associated with co-creation initiatives.
To propose strategies for optimizing consumer involvement in product development.
Research questions:
How does product co-creation influence consumer engagement?
What are the key challenges faced during the co-creation process?
What strategies can enhance the effectiveness of product co-creation?
Significance of the study
This study is significant as it explores the emerging role of product co-creation in enhancing market engagement within tech innovation hubs. The findings will offer valuable insights for companies aiming to integrate consumer input into product development processes, thereby increasing market responsiveness and innovation. By addressing the challenges and benefits of co-creation, the study contributes to academic literature and provides actionable recommendations for practitioners (Nuhu, 2023).
Scope and limitations of the study:
This study is limited to evaluating product co-creation initiatives within a tech innovation hub in Kano, Nigeria, and does not extend to other collaborative marketing strategies or regions.
Definitions of terms:
Product Co-creation: A collaborative process where consumers contribute to product development.
Market Engagement: The level of consumer participation and interaction with a brand or product.
Tech Innovation Hub: A collaborative space that fosters technological innovation and entrepreneurship.
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