Hear from Melissa Akaka, assistant professor of marketing at the Daniels College of Business, as she explores how innovation and value are most effectively fostered through joint partnerships among firms, customers and other stakeholders:

 

Akaka studies how value is co-created through interactions among firms, customers and other market stakeholders. In addition, she explores how value emerges through customer experiences, which are influenced by the actions and interactions among multiple stakeholders, and a wide array of socio-historic forces. She also co-directs the College’s new Consumer Insights and Business Innovation Center (CiBiC), which is an interdisciplinary research center established for the study of human behavior with an emphasis on market-driven results.