Customer co‐creation in service innovation: a matter of communication?

Anders Gustafsson, Per Kristensson, Lars Witell
  • Journal of Service Management, June 2012, Emerald
  • DOI: 10.1108/09564231211248426

Co-creation with customers

What is it about?

In what sense is new innovations co-created with customers. We explain the important behaviors that need to happen within the organization.

Why is it important?

Co-creation is much talked about but less understood. Our paper helps to identify what co-creation is and how it is carried out for purposes of innovation.

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The following have contributed to this page: Per Kristensson, Anders Gustafsson, Lars Witell, and Professor Anders Gustafsson