Co-creation summary

The below illustration, a version of my literature review structure highlights each layer’s main elements, as identified during review.

• The co-creation Mindset and Tools are well defined and structured.
• There are also a number of complete Frameworks to help make sense of customer co-creation – though most are theoretical.
• However, approach to Participating Customers, and Measurement are not convincing from a senior executive perspective.
• This latter makes the Drivers for the most transformative form of customer co-creation, where customers are treated as equals to the company, depend on executives’ belief in its success. This may explain why the practice is currently restricted to early movers and niches.
• And finally, End-to-End Processes to implement customer co-creation are largely missing – my review and analysis of the Swiss direct democracy processes should provide new perspectives here.