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Co-creating customization: collaborating with customers to deliver individualized value

Jordi Loef (The Businessmodellers BV, Zwanenburg, The Netherlands)
B. Joseph Pine II (Strategic Horizons, Dellwood, Minnesota, USA)
Henry Robben (Nyenrode Business Universiteit, Utrecht, The Netherlands)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 15 May 2017




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.

Practical implications

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.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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