There is a growing concern to deliver value and choice to the consumers with the belief that consumers prefer to exercise and make decisions about their wants. Organizations are working, analyzing, thinking as well as designing various means of meeting consumer needs and demands (Sheth et al. in J Acad Mark Sci 289(1), 55–66, 2000). Co-creation is a medium to improvise innovation and value creation capability in a firm along with fostering customer relationships (Sawhney et al. in J Interact Mark 19(4):4–17, 2005; Prandelli et al. in Calif Manage Rev 48(4):109–35 2006; von Stamm in J Mar 73(5):30–51, 2004). This chapter thoroughly examines all aspects of the co-creation process.