Co-design and Value Co-creation - Implications from Service-Dominant Logic

Collaborative innovation of new products and services has gained popularity, because it is argued to help companies to produce better solutions that match customer needs. However, this is a very firm-centric view to the phenomenon. In this paper we present three web-based codesign studies and discuss the relationship between co-design and value co-creation as implied by service-dominant (S-D) logic. Usually, co-design of services refers to the time before a service launch, where different stakeholders (especially users) are involved in the innovation activities. Value co-creation on the other hand is a broader concept that might include also the above mentioned phase, but that mainly refers to the time during use of a solution and its integration to other resources in order to create value. In the results we discuss how the current co-design methods could be developed in order to understand value co-creation at large.