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Abstract ▼ AI-Helper

Collaboration means that two or more brands, companies, or individuals work collaboratively in cooperative and equal positions for a certain period of time, based on their own core capabilities. The results of the case analysis of collaboration displayed in product design has shown that via collabor...

Collaboration means that two or more brands, companies, or individuals work collaboratively in cooperative and equal positions for a certain period of time, based on their own core capabilities. The results of the case analysis of collaboration displayed in product design has shown that via collaboration we can expect positive effects such as consumer sharing, turning the products into high value-added ones, brand image boost, promotion effects, and sales hike. As a result, collaboration brings about many benefits: short-term visible sales increase by promotion effects, sales expansion by diversifying business, outlook expansion by long-term brand image upgrade, which means, ultimately, increasing sales of the participants. Collaboration basically aims at openness and is accompanied by integrated processes associated between companies, brands, and designers. The purposes of collaboration no doubt include the sufficient condition called sales expansion, but its value-oriented motive to extensively satisfy the consumers' desires in the changing modern society should be assumed first. Collaboration which started as a response to diversifying desires of consumers went beyond the same fields, embraced many areas such as design, technology and marketing, and expanded itself to the concept of culture and value. Goods and service, distribution and marketing create another new products and services through the collaboration with arts, culture, and entertainment worlds. It's not just buying and selling products. Collaboration is a win-win strategy for all, that is, companies, brands, and consumers engaged in collaboration in the era of the culture contents industry which puts high emphasis on the enjoyment of culture in the products.

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