The article introduces practitioners to the concept and process of co-creating customization with buyers.
This article offers a process and a model that mass market companies can use to take a scalable approach to involving customers in offering development, delivery and use.
Companies that co-create customization in a truly collaborative process enjoy significantly more sustainable competitive advantages.
For the company, co-creating leads to better offerings – including new capabilities that can be used with different customers in differing combinations – and also a more complete and clear picture of what its customers want.
The article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value.
Loef, J., Pine II, B.J. and Robben, H. (2017), "Co-creating customization: collaborating with customers to deliver individualized value", Strategy & Leadership, Vol. 45 No. 3, pp. 10-15. https://doi.org/10.1108/SL-03-2017-0028
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