Co-creation


Co-creation is one of the most powerful ways to engage customers and deliver unique value. Using illustrative case studies, the concept explains how companies and customers can co-construct products, services and experiences.

Technique Overview

Co-creation

Co-creation Definition

Co-creation, unlike traditional company-driven concepts of marketing, is about the joint creation of value by a company and other stakeholders, and in particular consumers who work with the company to co-construct the service experience to suit his or her preferences (Prahalad & Ramaswamy, 2004a).

Co-creation Description *

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Business Evidence

Strengths, weaknesses and examples of Co-creation *

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Business Application

Implementation, success factors and measures of Co-creation *

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Professional Tools

Co-creation videos and downloads *

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Further Reading

Co-creation web and print resources *

Co-creation references (4 of up to 20) *

  • Brugmann, J. and Prahalad, C. K. (2007) Cocreating Business’s New Social Compact, Harvard Business Review, February.
  • Burnes, B. (2009) Managing Change (5th Ed.), Pearson Education, Essex, UK.
  • Brodie, R., Hollebeek, L., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14, 252–271.
  • Brodie, R., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66, 105–114

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