Co-creation describes a production process in which the creation of a product is achieved through the cooperation of a company and private individuals. Since consumers are actively involved in the creation of products they also become the producers. Consumers can create products themselves, write reviews for example for hotels, or design products individually (mass customization).
Users benefit from co-creation through the optimization of the product, more trust and reliability. This can be assured by customer ratings. The companies benefit from improved customer loyalty and simplified customer information as well as reduced costs in the development of new products.
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