Towards a unified model of co-creation

In this paper, literature is used to identify and compare three methodologies for enabling customers to participate in co-creation. It shows that: (i) existing methodologies are mainly top-down approaches focusing on iteratively breaking down customer needs into system requirements, (ii) a unified model based on existing methodologies can be developed and adapted as a guide in enabling customers to participate in co-creation. The paper concludes by assessing the benefits of the unified model and making recommendations for future research on methodologies for co-creation.