The co-creation of value theory

The co-creation of value theory suggests that value isn't created solely by companies but emerges through active collaboration between businesses and customers. Instead of companies providing products or services, they work together with customers to customize and enhance experiences, leading to mutual benefits. This partnership approach recognizes that customers contribute insights, feedback, and engagement, which shape and improve offerings. Ultimately, value is co-produced through this interaction, making the process more dynamic, personalized, and effective for all parties involved.