01.5 CO-CREATION
The profound social, economic, and technological changes facilitated by increasingly informed consumers have reduced the distances between them and producers by forcing businesses to rethink their approach to the market and value creation by shifting critical expertise from production to relationship through the tool of co-creation. Companies have long collaborated with their business partners to address common difficulties and develop possibilities In recent years, the emphasis on co-creation has grown even more because the clear separation of the roles of producer and consumer is no longer appropriate, viewing this path as an essential tool capable of evolving its organizational model and, in some cases, becoming determining for the differentiation of the product's conception. This has enabled the identification of the "finished product" expected by consumers from the start, lowering the expenses of later revisions, loss of market share, or time shift of the same. At the same time, in the eyes of the customers, this attitude appears innovative due to the dualism of the enterprise's activity core, which is divided between improving the functional performances of the product and creating meaningful experiences capable of generating emotions, participation, and involvement. According to Mirco Pasqualini, in a co-creation setting, there is also a rising interest in specialization as shared-product design, where renting and sharing become less expensive than purchasing. Aside from that, how to design items for multiple owners will be a focus topic very soon.
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