Your customers want to work for you. They are willing to help you with everything from innovation to generating additional revenue. The question is how. From 1,723 articles on co-creation, we extracted the six ways customers help firms, and the ways firms strategically compensate customers for...

How can firms best engage customers to co-create value? A surge in academic and practical interest around this question of value co-creation (VCC) highlights the possibilities people see when Ford enables customers to design their own cars, Facebook enables customers to create content for other...

Purpose: In important interpersonal service interactions with a frontline employee (FLE), consumers at times fail to carry out their share of responsibility in the execution of the service, resulting in a situation of “consumer created emergency”. This might defeat the consumer's goal of...