Co-creation as a concept has won terrain over the past 10 years. In practice as well as in literature, co-creation is climbing the agenda in relation to contemporary opportunities and challenges within management, organisation design and change initiatives. This paper aims to build an overview of the literature on co-creation to explore what the existing literature relates to and indeed to pinpoint if any patterns or streams can be identified. The paper illustrates how the use of the concept of co-creation suggests a necessity for focusing further on specific co-creation-related issues and challenges of significance to business and society. The paper highlights new co-creation-related issues and challenges. Further, the paper crystallises an emerging design trajectory in theory and practice.
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