IS CO-CREATION ACTIONABLE IN MARKETING 3.0 A REVIEW AND FUTURE DIRECTIONS PERSPECTIVE

The discussion subject of this research is the application development of co-creation concept in Marketing 3.0 that base on the development of digital platform application in business environment, how co-creation is researched by scholars as well as understood and delivered by practitioners. While applied-based approaches have been accepted and implemented by consultants, scholars have yet to comprehensively embrace co-creation as an academically robust concept to foster the discovery of customer interest and value, which they can turn into innovation and competitive advantage. Previous literatures indicate that the companies engage in co-creation projects because they need to foster the discovery of customer interest and value, which will turn into innovation and competitive advantage. The process starts with setting objectives and proceeds through four additional steps: selection of arenas, engagement with collaborators, choice of project tools and processes and defining contracts with stakeholders. The discussion shed light on several aspects worthy of further research. How co-creation adds value, supports values, and is meaningful to the user is crucial. Understanding a user?s goals is important to be able to design appropriate interaction touch points yet allow fluid engagement. In addition to shaping experience environments, whether physical or virtual, the findings reveal that practitioners exhibit an astute sensitivity to context and process.