“Co-creation is an active, creative and social process, based on collaboration between producers (retailers) and users, that is initiated by the firm to generate value for customers” (Thorsten & Al. (2009)

Medi-Pragma Co-Creation setting:

  • Value in context approach
  • Shared flows of information
  • Value co-creation for each other
  • Customer as co-producer and (but not always) co-designer

Lighthouse1-127x300 Co-Creation