The race to implement co-creation of value with stakeholders: five approaches to competitive advantage

Purpose – After leading more than thirty co-creation projects, and observing more than 200 others, the author can offer a view on why co-creation with stakeholders is becoming a cornerstone of the creative economy and suggest how the most popular approaches contribute to helping firms gain a competitive advantage through connections that enable continuous innovation. Design/methodology/approach – To tackle large, complex problems, co-creation,...