Co-creation: an exploratory investigation into the construct and its dimensions

Joanna Minkiewicz, Melbourne Business School
Jody Evans, Melbourne Business School
Kerrie Bridson, Deakin University

Abstract

Whilst the body of work around co-creation has grown, the construct has been viewed from multiple perspectives, with the literature generally bereft of a coherent, holistic theoretical framework. This paper aims to develop a more comprehensive conceptualization of co-creation by exploring it comprehensively to provide a deeper understanding of the underlying dimensions. Case study research using exemplar organizations, utilizing in-depth interviews with key informants, was used to investigate the manifestations of co-creation in the context of the heritage sector. The findings illuminate the prevalence of deliberate co-creation strategies in all case study organisations, revealing three facets of co-creation: personalization, engagement and co-production. This paper addresses a gap in both marketing theory and heritage marketing literature by reconciling numerous perspectives on co-creation and proposing a holistic conceptualisation.