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

Abstract

Purpose

The article introduces practitioners to the concept and process of co-creating customization with buyers.

Design/methodology/approach

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.

Findings

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.

Originality/value

The article introduces the co-creation customization model and nine strategies practitioners can use to provide individualized customer value.

Citation

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