Using customer co-creation to increase product value | The Oxford Review

Using customer co-creation to increase product value

Research Briefing

Keywords: co-creation, product value development, value co-creation, value development, customer co-creation

The traditional dominant logic within organisations is that the organisation develops its products and services and then transmits or communicates the value and benefits of those products and services through marketing efforts.

Recently, however, innovations in value co-creation and the advent of Service Dominant Logic and what is known as New Service Design, as opposed to Goods Dominant Logic (the traditional marketing lead communication efforts to establish value and benefit of a product or service) has started to gain increasing levels of attention, both within organisations and in academic research.

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