The process of value co-creation, in which customers collaborate in product design, often provides additional value to the firm's customers.
Co-creation, in the context of a business, refers to a product or service design process in which consumer input plays a central role from start to finish. Less specifically, the term is also used for any way in which a business allows consumers to submit ideas, designs, or content. In this way, the company will not run out of ideas about the design to create, and at the same time, it will further strengthen the business relationship between the company and the customer. Another meaning is the creation of value by ordinary people, whether for a company or not.
Aric Rindfleisch and Matt O'Hern define customer co-creation in digital marketing as "an NPD (new product development) collaborative activity in which the customer actively contributes and/or selects content for a new product and states that like all process NPD, it consists of two stages, contribution (on content) and selection (on best contributions).
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