The Evolution of Corporate Co-Creation:

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  • 企業の共創の進化
  • The Challenge of HOPPIN’ GARAGE
  • ― HOPPIN’ GARAGEの挑戦 ―

Abstract

<p>In recent years, an increasing number of companies have been utilizing co-creation with customers for product development. However, in many cases, this is a transitory process due to the time and effort required to commercialize products and manage the project. In this context, Sapporo Beer’s first craft beer brand, “Hoppin’ Garage,” has been growing as a business with co-creation as the core value of its brand. This represents an advanced case, in which the company has worked on co-creation as a business and also continued co-creation through trial and error, such as closing its own community and re-launching a new one while challenging customers to engage in co-creation. In this paper, we examine the challenges and changes in the business model of Hoppin’ Garage, along with changes in the form of co-creation: 1) co-creation with own customers, 2) co-creation with external communities, 3) co-creation with external innovators, and 4) co-creation with external firms. These findings permit understanding of Hoppin’ Garage’s skillful management of flexibly changing co-creation partners without being limited to co-creation with customers based on business conditions and issues. The growth factors show 1) the importance of internal management, 2) optimization of co-creation methods, and 3) optimization of the co-creation system.</p>

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