Co-creation stands for collaborative creativity. Co-creation is a marketing tool in which all buyers and users of a product, service or process are used specifically for the search for ideas.
The creativity of the group leads to new or improved product innovations and services
. This group dynamic process uses the collaborative intelligence of the group to generate amazing ideas that are turned into products. Co-creation uses social networks to monitor markets and buyer behavior in forums and newsgroups.
Buyers and consumers are involved in the process of co-creation and generate important information for later product development through their interaction, exchange of experiences and criticism. This alone is the decisive difference to classic marketing activities.