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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Strengths, weaknesses and examples of Co-creation *

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Implementation, success factors and measures of Co-creation *

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Co-creation videos and downloads *

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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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