... show that co-creation operates as a strategic capability rather than a marketing tool. Specifically, leadership decisions to maintain open-ended customer involvement, selectively constrain product platforms, and introduce minimum viable process discipline enabled the firm to align customer expectations...

...Thorsten Roser; Robert DeFillippi; Julia Goga Cooke Purpose – This case study of a fashion-design company aims to show how a co-creation initiative produces competitive advantage by nurturing creativity, expanding the company’s innovation capabilities and enabling it to engage with both taste...

...Robert Randall and Brian Leavy; Brian Leavy Purpose – This second part of Strategy & Leadership's interview with Prof. Venkat Ramaswamy, one of the early proponents of co-creating value with stakeholders, asks him about the progress of the “co-creation transformation” of markets...

... the customer home to explore their problems in life; Assumption Testing – a prototyping technique long practiced within any firm's R&D area; Co‐creation – the surest way to de‐risk a new offering is to involve your value chain partners in the innovation's small initial experiments; and Rapid Prototyping...