Co-Creation: Toward a Taxonomy and an Integrated Research Perspective

Enabled by the Internet-Web compound, co-creation of value by consumers has emerged as a major force in the marketplace. In sponsored co-creation, which takes place at the behest of producers, the activities of consumers drive or support the producers' business models. Autonomous co-creation is a wide range of consumer activities that amount to consumer-side production of value. Thus, individuals and communities have become a significant, and growing, productive force in e-commerce. To recognize co-creation, so broadly understood, as a fundamental area of e-commerce research, it is necessary to attain an integrated research perspective on this greatly varied, yet cohering, domain. The enabling information…