Co-creation strategies in times of crisis: The case of Warren

Abstract

This case focuses on how a startup can develop co-creation strategies along with its customers in times of crisis. It explores the case of Warren, which by forming a close relationship with its customers, has developed a simplified investment platform. The startup has grown and made innovations in the financial market. However, it has faced several challenges in the recent past owing to the crisis of COVID-19. This case study provides a detailed account of how firms can deal with crises, specifically in the context of startups. This case study is also useful for identifying the market opportunities in unstable scenarios. This will advance our understanding of how customer relationships can be used to develop innovative solutions.