Frow et al. (2015) – Co-Creation Design

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• Value is created jointly by firms and other actors co-creation
• Co-creation must be strategically designed design
• Actors differ in motives and roles actors
• Engagement varies in depth and duration engagement
• Co-creation requires coordination mechanisms governance
• Platforms structure interaction platforms
• Not all co-creation opportunities are beneficial selectivity
• Design choices shape value outcomes configuration
• Co-creation increases complexity complexity
• Strategic clarity is needed to manage co-creation alignment

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