Purpose – This case aims to demonstrate how leading firms are learning how to sustain competitive advantage by co‐creating experiences of value with customers. Design/methodology/approach – The shoe company Nike provides a glimpse of the next “best practices” of value co‐creation...

Purpose – Leading businesses are learning how to use the engagement experiences of individuals and communities as the new basis of their value creation for customers. This paper aims to look at this issue. Design/methodology/approach – To initiate and implement this co‐creation model,...

Purpose – This paper aims to discuss how two innovative firms – the French telecommunications firm Orange and the California‐based global networking firm Cisco – have gained competitive advantage from using the co‐creative enterprise business concept to generate sustainable growth....

Purpose – The authors propose that platforms of stakeholder engagement can become the new basis of enterprise value creation. Design/methodology/approach – The authors report on how new co-creation engagement models can be designed all across the value chain of enterprise activities....