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Co-creation refers to the joint creation of value by a company and its customers (Prahalad and Ramaswany 2004). Nowadays, most marketing activities can be co-created with consumers, whether those activities be market research, product innovation, advertising c...

  You are Spikeball (see the following video): We want to create co-creation activities along the value chain. Lead Users Who could be lead users? Find two co-creation activities that lead users can part...