The traditional system of company‐centric value creation (that has served us so well over the past 100 years) is becoming obsolete. Leaders now need a new frame of reference for value creation. In the emergent economy, competition will center on personalized co‐creation experiences,...

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....