A hierarchical classification of co-creation models and techniques to aid in product or service design

The roles of customers from passive users to collaborators in creating and extracting business value have given rise to customer co-creation techniques and value co-creation models. Although these techniques and models have been useful to researchers and businesses, they are unstructured. A classification is necessary so that research can be placed in proper context of one another. Via an examination of the literature and based on the concept of customer value hierarchy a classification of the different models and techniques of co-creation is developed. There are two implications for the classification. Firstly, it will aid in the research and understanding of the use of the various techniques and models. Secondly, it can assist in designing appropriate encounter processes as a basis for engaging customers and subsequently provide innovation for organizations. The paper concludes with an application of the classification to develop encounter processes in a learning management system.