Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Case Study: Starbucks Uses Social Co-Creation To Drive Green Product Strategy

An Empowered Report: A Social Co-Creation Case Study

September 22, 2010

Authors

  • By Abe Garon,
  • Doug Williams
  • with J. P. Gownder,
  • Annie E. Corbett

Why Read This Report

Starbucks has placed a strong emphasis on its social co-creation strategy. Product strategists at the world's largest chain of coffee houses have a well-established and active online community from which to gather opinions, perspectives, and ideas. Its My Starbucks Idea site is a model ideation site, allowing anyone to comment on and potentially influence the company's product strategy. But this social asset has its limitations. When Starbucks decided to tackle a specific, more complex problem — reducing waste generated by disposable coffee cups — it recognized that it needed a new audience, a new strategy, and a new technology. We analyzed Starbucks' participation in the betacup project and found a prime example of product strategists taking a different approach to social co-creation in order to address a significant company problem. Consumer product strategy professionals must recognize that the appropriate social co-creation strategy very much depends on the problem you are trying to solve.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research