Co-Creation as a Competitive Advantage: New Dimensions and Paradigms

Abstract — With the increased competition in every business sector the term Co-Creation can play an important role for higher growth in business through customers. This research suggests platforms and implementation direction for using this tool in much better way. The research is conceptual in nature, which focuses on methodological engaging consumers. In previous researches co-creation is largely appreciated but systematic, practical approach and applicability have not been much focused. Research contributes a co-creation model which can be realistic to engage consumers effectively and efficiently. It also sheds light on the behavioural aspects of customers’ perception towards Co-Creation. The paper proposes constructs to providers for identifying the tendency to co-create and the level of customer’s participation. It can be helpful in designing policies and procedures to gain higher satisfaction, trust and loyalty from customer and develops it as strategic competitive advantage as well as help in enhancing Innovative ideas through customers. This research gives viewpoint on identifying and evaluating the hurdles in co-creating value. It proposes various perspectives for Co-Creation implementation and to use it as a Marketing Strategy and to develop competitive advantag