Abstract:Purpose
The strategy of co-creation with customers is a fast-growing topic within the academic community, which companies are trying to master. This study aims to elucidate the range of possible co-creation strategies and identify how service firms can assess and improve co-creation to reap the most benefits.
Design/methodology/approach
This study examines 13 companies from five service industries, using netnography to analyse how they approach co-creation. The firms’ co-creation strategy is analysed accordi… Show more
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