Co-creation Impacts on Student Behavior

Co-creation is a new trend in business context aimed at fusing all the stakeholders, specially customers in different phase of creation and production of products and services (Ramaswamy & Gouillart, 2010; Bowonder et al.; Muñiz and Schau, 2011 and Prahalad and Ramaswamy, 2004). Within this paper, the effects of co-creaction approach at the university context are analyzed through a literature review. The objective is to examine the existing relationship among different variables which are present at co-creation process in higher education institutions. The studied variables are communicative participation, co-creation and satisfaction. The results show a positive impact of students’ collaborations (as customers) on value co-creation; in addition of a high impact of co-creation on students’ satisfaction. Finally, as a future research, it is suggested to carry out, using quantitative techniques, to bolster co-creation implications on scholar behavior.