A growing trend in business and product development is ‘co-creation’. By its very name, it implies a collaboration between two or more parties. In our case, we partner with the customer – or user – in the creation of value.
The term ‘co-creation’ is not new. However, it is now receiving more attention – driven largely by the increasing development of the Internet, particularly social media – as companies endeavor to differentiate themselves from the competition.
Hans–Christian Mordhorst, Managing Director of DA-Desk, explains the importance of co-creation in driving product development:
As management teams drive growth through value creation, they are investing heavily in greater product variety through brand or product extensions, in addition to enhancing the ever-increasing brand touch-points, such as the opportunity to engage users in co-creation.
At DA-Desk, we recognise that a core element of customer-centricity is offering products and services that are co-created and developed according to market relevance and, not least, driven by the user’s needs.