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Co-Creation

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Co-Creation Definition

Co-Creation, unlike the traditional company-centric concept of marketing, is about the joint creation of value by the company and the consumer. In this approach, the company does not just try to please the consumer but works with consumer to co-construct the service experience to suit his/her preferences. This will involve joint problem definition and problem solving in an environment in which consumers can have an active dialogue and co-construct personalised experiences (Prahalad & Ramaswamy, 2004a).

Co-Creation Description

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Co-Creation Examples

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Co-Creation Implementation

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Co-Creation Strengths

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Co-Creation Weaknesses

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Co-Creation Value Focus

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Co-Creation Life Cycle

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Co-Creation Sector Focus

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Co-Creation Web resources

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Co-Creation Print resources

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Co-Creation References

  • Brugmann, J. and Prahalad, C. K. (2007) Cocreating business's new social compact, Harvard Business Review, Vol. 85 (2), pp. 80-90.
  • Cronin, J. (2003) Looking back to see forward in services marketing: some ideas to consider, in Edvardsson, B., Enquist, B. and Johnston, R. (2005) Cocreating customer value through hyperreality in the prepurchase service experience, Journal of Service Research 2005, Vol. 8, pp.149 -161.
  • Edvardsson, B. and Enquist, B. (2002) Service culture and service strategy: the IKEA saga, in Edvardsson, B., Enquist, B. and Johnston, R. (2005) Cocreating customer value through hyperreality in the prepurchase service experience, Journal of Service Research, Vol. 8, pp. 149 -161.
  • Edvardsson, B., Enquist, B. and Johnston, R. (2005) Cocreating customer value through hyperreality in the prepurchase service experience, Journal of Service Research, Vol. 8, pp. 149 -161.

There are up to fifteen original source references used to write the overview of Co-Creation. Please log in or subscribe to view the original source material our researchers used to write about this concept.

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