Deceptively simple
If your customers help create new services: the results should better fit customer needs, the process should be speeded, and many ideas generated. However, a firm must find a way to deal with a cast of stakeholders, must speed up existing processes, and must screen a multitude of ideas.
“Co-creation…affects everything the company does, from product development to marketing, even to billing,” says Ramaswamy. “Co-creation is going to become like oxygen.”
This article discusses some of the issues:
ProfessorGary on Innovation and Marketing 