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Will Your Idea Save Starbucks? |
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As part of Starbucks' turnaround strategy, the company recently launched a digital suggestion box of sorts in an online community format: MyStarbucksIdea. This is not the first public suggestion box to launch: Dell's IdeaStorm site is designed to engage bloggers, techies, and consumers at large to define product and service improvements in collaboration with Dell. Dell is building on an already active tech community to offer a way for their voices to be heard, and the program has delivered high quality recommendations AND given a vehicle for of Dell-bashing bloggers to constructively offer advice rather than just rants. Will Starbucks be as successful? While the brand does still command a strong following, the challenges posted on the MyStarbucksIdea site do not inspire the creativity or community of Starbucks loyalists. As we've learned on all of our collaboration programs, brands need to offer more constructive opportunities for co-creation in order to generate game-changing ideas.
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