ABSTRACT
Consumer co-creation means fostering individualized interactions and experience outcomes between a consumer and the producers’ organization. This can be done throughout the whole product life cycle. Customers may share their needs and comments, and even help spread the word or create communities in the commercialization phase. This approach provides a one-time limited interaction with consumers. Today, it is possible to enable constant interactions to really transfer knowledge, needs, desires, and trends from the consumer in a more structured way: co-creation.
