The unpowered customer: Co-creation as tactics of the weak

• Co-creation reflects relationships between the ‘weak’ and the ‘strong’. • Opportunistic behaviour results as ‘tactics of the Weak’ are employed for advantage. • Customer firms may be ‘unpowered’ through co-creation processes. Co-creation has been lauded for the exceptional benefits it offers to engaged actors, with a particular emphasis on its ability to empower previously passive, and sometimes disadvantaged, customers. Drawing on de...