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The number of publications on co-creation, both scientific and simply disseminated through various media, has grown at an astonishing rate over the past two decades. But it was companies with market foresight that were the first to grasp the social changes that created more informed and creative individuals, shaping current forms of consumption. Thus, before and after science, co-creation has shown signs of life in social reality, with companies recognizing new motivations and new consumer profiles, demonstrating more participatory and active consumption patterns.
The management orientation of co-creation is defined as Management that creates value by integrating consumer resources through mobilizing the organization’s people, processes, and networksis a response to all the changes taking place in the consumer sphere, which is now described as more experienced, better informed, more technologically equipped, but also more sensitive to messages that appeal to their autonomy and the ability to choose and personalize services and consumer experiences.
Digital technologies seem to succeed in achieving this goal, opening up for companies promising vistas of innovation based on promising collaborations, idealized as continuous, dialogical, and enriching. Nevertheless, what companies really know about their consumers, how they perceive their availability and resources to co-create their consumption experiences, or what organizational processes distinguish co-creation approaches to consumer experiences from other approaches remain issues under discussion.
But today, the direction of co-creation is considered an imperative for all organizations (not just companies) and in all areas of social life, such as health, tourism or education. In all these areas, our hypothesis is that there is currently a lack of innovative approaches to the relationship between organizations and their customers, in which digital technologies play a central role.
Nowadays, digital technology has not only become an indispensable part of people’s lives social practice How they constitute the inevitable support of organizational reality. Today, the role played by digital technologies in the consumption process poses a huge challenge to organizations, which makes managers anxious and fascinated by the potential of digital technologies to transform social relations between actors. The possibility of real-time virtual communication, the rapid virtual access to a wide range of information sources, the artificial BroadCast Unitedligence tools that appear on the horizon and are expected to penetrate into life, society and business functions and responsibilities, these factors bring a profound disruption to traditional communication methods. Living organizational management. However, it is in the intensification of the use of digital tools that the best opportunities for the development of visions through co-creation are found, because they allow multidirectional, continuous and transparent communication between organizations and consumers. Co-creation encompasses the vision that value can be found everywhere outside the organization, in social actors who are today endowed with more information, knowledge and creativity resources. Investing in the co-creative potential of social actors is seen as a path to a more democratic and open society, where the sharing of resources in the service of innovative solutions is transformed into organizational competitiveness.
Professor and researcher at the University of Algarve. CinTurs, Centre for Research on Tourism, Sustainable Development and Well-being
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