One of the seminal articles on co-creation is Prahalad and Ramaswamy’s “Co-opting Customer Competence”.
Prahalad and Hart argue that co-creation has the potential to deliver “The Fortune at the Bottom of the Pyramid”.
Eric von Hippel announces that the age of “Democratizing Innovation” has arrived.
Another good reading is Ramirez’ “Value co-production: intellectual origins and implications for practice and research”. His previous article with Normann, “From value chain to value constellation: designing interactive strategy”, is also recommended.
“Evolving to a New Dominant Logic for Marketing” by Vargo and Lusch provides a strong case for why we have to leave behind the goods-based economics.
Journal of Service Research has a special issue on customer engagement with particular emphasis on co-creation. All of the articles are free to download (as of this current posting) and highly interesting.
Ramaswamy argues in “Co-Creation of Value–Towards an Expanded Paradigm of Value Creation” that enterprises must “engage people as active co-creators of value everywhere in the system”. His most recent thinking on this subject, in joint work with Ozcan, develops a theory of co-creation.
