Co-creation in the market: An exploratory study of entrepreneurs' creative processes
Abstract
Based on the huge amount of available knowledge and the involvement of educated consumers with the products they buy, traditional business processes are innovating through a new approach: co-creation. In a theoretical study one can classify the types of co-creation through things like openness and contributions in the process, ownership of the results and leadership in activities. In order to explore the phenomenon of co-creation within creative processes, the article proposes a comparative analysis between theoretical typological models and practical methods used by four market professionals.
Keywords: co-creation, openness, ownership, directed activity, contribution activity.
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