Co-creation: Building brands together

  • Nicholas IndEmail author


Since its invention as a theory and practice in the early 2000s, co-creation has boomed. Organizations conduct co-creation programmes, specialist consultancies provide co-creation advice and academic researchers use it in a diverse range of fields (Prahalad and Ramaswamy, 2003, 2004; Ramaswamy and Gouillart, 2010; Füller et al, 2009; Füller, 2010; Hatch and Schultz, 2010; Ind et al, 2013; Frow et al, 2015). Attend a branding conference and you will hear ‘co-creation’ bandied around in all sorts of different contexts.


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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  1. 1.OsloNorwegen

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