EMERGING NEW PRACTICE: CREATING NEW VALUE PROPOSITION FOR INNOVATIVE APPROACH TOWARDS DESIGN PRACTICE IN MALAYSIA

In dire straits we always look for ways to equip our self with latest information or knowledge available so that we can have a grasp of what is happen. Eventually, design production issues in Malaysia seriously need a new frontier for future design development in Malaysia. Co-creation value, the new approach or method most debated for the past few years, re-known as efficient tools to create new value proposition. The new approach is customer centric, rather than products only focus. Hence, involving customer, design and stakeholder to create new value creation, this new approach create new opportunities that lead to competitive and innovative services and products. Whereby, user share their personal interest and personal behaviours to erect and actualized new value creation by envision future services. This study aims to investigate a unique proposition actualized from nuances of co-creation value attributes and characteristic. Whereby, the attributes and characteristic of co-creation value can be apply to design production in Malaysia, and create value-in-exchange in good services or products. Thus, this paper propose a critical report and suggestion obtain, pertinent to characteristic and attributes of co-creation value. The report and study clearly provide an insight of what co-creation value approach can promise to Malaysia design studies and root of design production. This paper further contributes to the literature on the co-creation of value and digital ecosystems.