CO-CREATION IN ROMANIAN CONSUMER GOODS INDUSTRY

Increasingly often we hear around us terms like: creativity, creation, co-creation, creative industries, prosumer. The literature indicates many definitions and explanations for them, but sometimes they are hard to understand and follow as well. These terms have been around us for years, but lately there use has increased as a result of the value creation that they bring to both consumers and manufacturers. The aim of this paper is to explore and identify those Romanian businesses / industries that use co-creation as a method to empower their customers. The foreseen result is to highlight the importance of co-creation, by using online platforms, for stakeholders’ engagement in the value creation, and to which extend Romanian companies use it.