Presentation on co-creation based on a peer reviewed paper presented at the 2012 IFSAM conference, International Federation of Scholarly Associations of Management. The paper aims to build an overview of the literature on co-creation to explore what the existing literature relate to and indeed to pinpoint if any patterns or streams can be identified. The paper illustrates how the use of the concept of co-creation suggests a necessity for focusing further on specific co-creation related issues and challenges of significance to business and society. Thus, the paper highlights new co-creation related issues, challenges, and an emerging design trajectory in practice and research.

1. Paper presented at the IFSAM conference, 2012.
International Federation of Scholarly Associations of Management.
Co-­‐Crea'on,
Consolida'ng
the
Field
and
High-­‐Ligh'ng
New
Fron'ers
Dr.
Rex
Degnegaard
Copenhagen
Business
School

2. Ambi'on
of
the
Paper
This
paper
aims
to
build
an
overview
of
the
literature
on
co-­‐crea'on
to
explore
what
the
exis'ng
literature
relates
to
and
indeed
to
pinpoint
if
any
paEerns
or
streams
can
be
iden'fied
The
paper
illustrates
how
the
use
fo
the
concept
of
co-­‐
crea'on
suggests
a
necessity
for
focusing
further
on
specific
co-­‐crea'on
related
issues
and
challenges
of
significance
to
business
and
society.
rex@degnegaard.dk

3. Methodology
The
paper
is
wriEen
against
the
backdrop
of
a
literature
review
on
co-­‐crea'on.
Supplemented
by
literature
of
par'cular
relevance
to
the
field.
rex@degnegaard.dk

4. Why
a
Literature
Review
on
Co-­‐Crea'on?
Emerging
concepts
some'mes
serve
as
hype,
buzz
word,
or
advertorials
for
prac''oners.
Such
arbitrary
adapta'on
–
or
hijacking
–
of
the
concept
to
serve
a
different
purpose
can
be
seen
to
serve
a
different
purpose
as
a
wedge
in
legi'mizing
or
packaging
prac'ce
based
promo'ons
of
various
ini'a'ves.
This
arbitrary
use
of
the
term
in
emerging
fields
risks
fogging
the
concept
itself,
and
thereby
standing
in
the
way
of
unfolding
the
poten'al
of
the
dynamics
of
the
concept.
rex@degnegaard.dk

5. Why
a
Literature
Review
on
Co-­‐Crea'on?
Literature
review
is
necessary
in
crea'ng
a
plaTorm
for
conceptualiza'on
of
this
emerging
term.
To
enable
a
construc've
unfolding
and
development
of
the
concept.
To
cut
through
some
of
the
foggying
arbitrary
uses
of
the
term.
rex@degnegaard.dk

6. The
Literature
Review
Almost
500
ar'cles
from
Scopus.
• Document
types:
Peer
reviewed
ar'cles
and
reviews.
• Search
string:
cocrea'on
or
co-­‐crea'on.
• Fields:
Title,
abstract,
and
keywords.
rex@degnegaard.dk

7. Analysis
rex@degnegaard.dk

8. Development
in
no.
of
Ar'cles
rex@degnegaard.dk

9. Ar'cles
by
Subject
Area
rex@degnegaard.dk

10. 5
Streams
in
Co-­‐Crea'on
-­‐ Co-­‐crea'ng
shared
meaning
–
social
construc'vist,
internven'on,
and
narra'ves.
-­‐ Co-­‐crea'ng
user
experience
and
shared
value
–
marke'ng
and
service.
-­‐ Co-­‐crea'ng
technological
solu'ons
–
Informa'on
and
communica'on
technologies.
-­‐ Co-­‐crea'ng
ideas
and
new
products
and
service
–
innova'on.
-­‐ Human
centered
co-­‐crea'on
–
designing
co-­‐crea'on
seYngs
rex@degnegaard.dk

11. 5
streams
in
co-­‐crea'on
Therapy
(family),
Rela'onal,
interven'onist,
Co-­‐crea'ng
shared
Meaning
–
and
psychoanalysis,
social
construc'vist,
systemic
meaning
(challenges,
experience
–
is
socially
and
interven'on.
and
narra've
tradi'ons.
roles,
moral,
'me,
etc.)
contructed.
Co-­‐crea'on
of
new
reali'es.
Marke'ng
and
Norma've,
ra'onal-­‐func'onal
Co-­‐crea'ng
shared
Evolving
to
a
New
service.
perspec've.
value
and
customer
Dominant
Logic
for
Customer-­‐centric
marke'ng
experience.
Marke'ng”.
and
service
dominant
(S-­‐D)
Value
is
a
poten'al.
logic.
Product
consump'on
à
co-­‐crea'on
of
value.
Technology
and
So^ware
development
ICT
Co-­‐crea'ng
From
host
to
hub
to
ICT
plaTorms.
Itera've
processes.
technological
plaTorms
plaTorm
to
co-­‐…
Open
sourcing.
to
co-­‐create
…
Peer-­‐produc'on.
Innova'on
User-­‐driven
innova'on,
Co-­‐crea'ng
new
ideas
S'cky
knowledge
as
an
crowd-­‐sourcing,
open
and
products
and
essen'al
driver
in
user-­‐
innova'on.
services.
involvement.
Closeness/distance.
Design
User-­‐centered
design;
human-­‐ Co-­‐crea'ng
human-­‐ Value
poten'al
in
co-­‐
centric
approach;
needs-­‐ centered
design.
Needs-­‐ crea'on
seYngs
is
based
analyses.
analyses
and
iden'fying
dynamic.
value
poten'al
rex@degnegaard.dk

12. Discussion
How
might
we
understand
value
as
a
dynamic,
liquid,
ever-­‐changing
poten'al
across
stakeholders
and
between
stakeholders?
How
might
we
design
co-­‐crea'on
seYngs
when
the
value
poten'al
is
dynamic?
rex@degnegaard.dk

13. Value
as
a
Dynamic
Poten'al
Change
to
service-­‐orienta'on
implies
that
value
is
to
be
defined
as
a
poten'al
rather
than
something
that
can
be
delivered.
Value
is
created
between
peers
and
between
peers
and
other
stakeholders
rather
than
from
a
supplier.
Value
crea'on
is
no
longer
discrete.
Value
poten'al
is
becoming
more
complex
and
takes
up
different
capitals
between
different
stakeholders.
rex@degnegaard.dk

14. Design
of
Co-­‐Crea'on
SeYngs
Stakeholders
are
not
only
legal
en''es
such
as
individuals,
organiza'ons,
or
even
groups
–
but
are
also
society-­‐wide
concerns
such
as
sustainability,
safety,
or
health.
User-­‐centricity
approaches
when
there
are
many
diverse
users
not
sharing
value
apprecia'on.
How
to
design
co-­‐crea'on
seYngs
–
and
for
whom?
rex@degnegaard.dk

15. rex@degnegaard.dk