New digital technologies, pervasive social media and countless apps have transformed the traditional B to C marketing templates. Now, businesses and consumers can increasingly co-create content, experiences and value. And often these collaborations yield persuasive results. But to achieve this brand leverage, businesses have to be willing to give up some control and also engage, creatively, with customers on a more personal level. Under what circumstances does it make sense for business to loosen brand control and what energy and investment is required of consumers to enable co-creation to make an impact? Similarly, what needs to be considered as we enter the world of co-decision making, in which customers have to allow apps to control selection and decisions?
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The Latin America Urban Technology Initiative proposes the creation of a research center at MIT, focused on doing cutting edge research in regards to the convergence of digital technologies and the future transformation of cities in the Latin American region. The proposed initiative will be launched by the Senseable City Lab, leveraging the research portfolio performed by the lab as well as the multidisciplinary expertise of the research team for the transference and creation of novel scientific knowledge and technologies aimed at improving urban conditions and the quality of life of cities in the region. Challenges such as environmental pollution, traffic, health services and informal settlements are key to the development of the second most urbanized region in the world, and can be improved through the use of data science methods and the use of digital technologies. Our workshop, in collaboration with MIT-ILP will focus on presenting the opportunities that this initiative can bring to companies from the region, through a series of lectures showcasing the type of research projects that the initiative can fuel, and an open discussion with participants, aimed at identifying potential opportunities for impact and collaboration.