Abstract
“There is a tide in the affairs of men, which, taken at the flood…” The famous lines of Shakespeare are just as relevant here as they were in his play “Julius Caesar”. Listening and engagement provide the momentum. But that momentum still needs to be converted to value that will benefit both the customer and the company. The mere desire to collaborate with customers does not guarantee co-creation of value. How do companies harness the creativity and energy of customers? How do they marry this creativity with their own knowledge and resources? Are there specific processes, tools, and technologies that enable and expedite value co-creation?
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Bhalla, G. (2010). Respond Externally: Co-creation. In: Collaboration and Co-creation. Springer, New York, NY. https://doi.org/10.1007/978-1-4419-7082-4_5
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