Co-creation

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Co-Creation describes the method, the process or the result of a joint creation process of several people or status groups . Originally emerged from marketing and economics as a form of interactive product design with prosumers , the term is used in various disciplines and social movements to function either as a generic term or the beginning of collaboration and collective decision-making .

Application-specific definitions

economy

In marketing and product development , co-creation is a management approach that allows companies and customers to collaborate. The basic idea is that customers and companies can create synergy effects through cooperation . The term was coined by CK Prahalad and Venkat Ramaswamy through the publication of the Harvard Business Review article, “Co-opting Customer Competence” in 2000. Co-creation consists of two essential steps: 1st contribution and 2nd selection. In the first step an idea is submitted, in the second step the most promising ideas are selected.

For example, a sneaker can be customized and the respective product combination can be produced on demand . Demand and supply thus arise to a certain extent at the same time and through the cooperation between companies and customers ( co-creation of value ).

science

Co-creation is also associated with a special form of process management with increasing complexity and multiple perspectives , which aims at a consensus in the early phases of the generation of ideas , the formation of opinions and the decision-making process . It is therefore particularly relevant to transdisciplinary issues, as well as in transformative science, accompanying research , field research and dealing with civil society (third mission, etc.). An essential part of the process is bringing together positions, experience and knowledge of the participants, so that the term closely with the concept of shared knowledge production ( Co-Production of Knowledge ) Sheila Jasanoffs and the collective intelligence is related.

Occasionally, co-creation is used to describe real laboratories and technology transfer .

chances and risks

opportunities

An asymmetry that can be recognized in the economy between customer needs and the goals of producers can be reduced through cooperation between companies and their customers. Customers are given the opportunity to have direct influence on a product and companies benefit from customized and demand-oriented products. At the same time, the costs of the R&D departments and the time-to-market of products are reduced .

Risks

Companies need to filter their customers' ideas, this can identify as a problem depending on the quantity of suggestions and the type of collaboration between customers and companies.

Demarcation

Due to the current definitions, co-creation cannot be clearly differentiated from crowdsourcing , open source and open innovation . A common view is that crowdsourcing and co-creation are the major subsets of open innovation.

Individual evidence

  1. ^ CK Prahalad, Venkatram Ramaswamy: Co-opting Customer Competence. In: Havard Business Review. Havard Business Review, January 1, 2000, accessed July 7, 2018 .
  2. ↑ Patrizia Nanz, Ortwin Renn, Mark Lawrence: The transdisciplinary approach of the Institute for Advanced Sustainability Studies (IASS). Concept and implementation. In: IASS Potsdam. GAIA, oekom Verlag, January 1, 2017, accessed on February 17, 2020 .
  3. ↑ WH Voor Mountain, VJJM Bekkers, LG Tummers: A Systematic Review of co-creation and co-production: Embarking on the social innovation journey. In: Taylor & Francis Online. Public Management Review, June 30, 2014, accessed February 17, 2020 .
  4. ↑ Saxony5. Smart University Grid. Networking knowledge flows intelligently. In: Innovative University. Federal Ministry of Education and Research (BMBF). University of Applied Sciences Department, accessed on February 17, 2020 .
  5. ^ Gaurav Bhalla: Collaboration and Co-Creation . Ed .: Knowledge Kinetics. Springer Science + Business, New York 2011, ISBN 978-1-4419-7081-7 , pp. 10-30 .
  6. ^ Daniel Markgraf: Co-Creation Definition. Springer Fachmedien Wiesbaden GmbH, accessed on July 7, 2018 .