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closeThe phenomenon of co-creation is becoming more and more widespread in the world of large companies, where it plays an important role in building relations and generating value.
Some authors and experts confirm that the most successful companies, characterized by a high level of recognition, strong presence on the market and international footprint, often co-create their products and services with their stakeholders. This means that instead of adapting products to the needs and expectations of stakeholders, companies actually involve stakeholders in the process of product development.
The document was prepared by Corporate Excellence – Centre for Reputation Leadership based on the article titled Building Brands Together: Emergence and Outcomes of Co-Creation published in California Management Review of the Berkeley University, Volume 55, No. 3, spring 2013, and authored by Majken Schultz, Professor at the Copenhagen Business School (Denmark), Nicholas Ind, Associate Professor at the Oslo Business School (Norway) and Oriol Iglesias, Associate Professor at the ESADE Business School (Barcelona, Spain). The document also contains references to the study Co-creation: new pathways to value. An overview published by the London School of Economics (LSE) in 2009.
