Value co-creation and customer-driven innovation in social networking systems

Abstract

Value co-creation is a core concept in service science. In this paper we investigate value co-creation to provide some answer on what is it and how can it be achieved. We take a customer-oriented perspective by focusing on the end-customer, the people that utilize services in their everyday lives to meet their personal needs. We consider that value creation is a social activity and we propose social networks as the basic infrastructure for the co-creation of value with business and other organizations, peers, relatives and friends. © 2010 Springer-Verlag.