Skip to main content

Research Repository

Advanced Search

A unified model of the co-creation process

Durugbo, Christopher; Pawar, Kulwant


Christopher Durugbo

Professor of Operations Management


Co-creation is a pro-active strategy for enabling firms to create value through co-opting consumer com-petences. Several studies have conceptualised factors for characterizing the co-creation process. A few propose methodologies for co-creation. However, only a handful have so far analysed co-creation in a manner that emphasises the role of existing value or formalised the co-creation process with a view to adding rigour to research/practice and providing insights into activities – leading to increased success of co-creation. This article proposes a unified model for co-creation that integrates functions for strategising supplier– consumer involvement based on existing value-in-exchange and value-in-use and for selecting co-creation techniques. A step-by-step approach to using the unified model is then presented and applied through two collaborative projects within a semiconductor company. The article concludes by discussing the implications of the model for research and practice.


Durugbo, C., & Pawar, K. (2014). A unified model of the co-creation process. Expert Systems with Applications, 41(9), 4373-4387.

Journal Article Type Article
Acceptance Date Jan 22, 2014
Online Publication Date Jan 22, 2014
Publication Date 2014-07
Deposit Date Mar 4, 2019
Journal Expert Systems with Applications
Print ISSN 0957-4174
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 41
Issue 9
Pages 4373-4387
Keywords General Engineering; Artificial Intelligence; Computer Science Applications
Public URL
Publisher URL
Additional Information This article is maintained by: Elsevier; Article Title: A unified model of the co-creation process; Journal Title: Expert Systems with Applications; CrossRef DOI link to publisher maintained version:; Content Type: article; Copyright: Copyright © 2014 Elsevier Ltd. All rights reserved.