O mercado como um forum de co-criação

"... value will increasingly be associated with individual co-creation experiences. An individual consumer's willingness to pay becomes a function of the co-creation experience. As we have emphasized, products and services are not the basis of value. Rather, value is embedded in the experiences co-created by the individual in an experience environment that the company co-develops with consumers. Thus, the new framework puts the spotlight squarely on consumer-company interaction as the center of value creation."
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Esta possibilidade, aventada por C.K. Prahalad e Venkat Ramaswamy no livro "The future of competition", a ser verdade, já que plausível é, representa um mundo de oportunidades para quem não está no negócio do preço, para quem tem de competir com produtos vindos do outro lado do mundo.
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"Co-creation also challenges the view of the market as an aggregation of consumers who must select from what the firm decides to offer. In the new value creation space, business managers have at least partial control over the experience environment and the networks they build to facilitate co-creation experiences. But they cannot control how individuals go about co-constructing their experiences. The new paradig therefore forces us to move away from viewing the market as an aggregation of consumers and as a target for the firm's offerings."
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"In the emerging concept of a market, the focus is on consumer-company interaction - the roles of the company and the consumer converge. The firm and the consumer are both collaborators and competitors - collaborators in co-creating value and competitors for the extraction of economic value."
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"Co-creation converts the market into a forum where dialogue among the consumer, the firm, consumer communities, and networks of firms can take place. We must view the market as a space of potential co-creation experiences in which individual constraints and choices define their willingness to pay for experiences."
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É o dinamitar das vantagens das economias de escala.