Toolkits for Co-Creation: 'Decision-making' vs. 'Problem-solving' Paradigm

Activity: Talk or presentationScience to science


Co-creation enables customers to adapt standard products to their own needs via online configura-tors (toolkits) and is considered by academics and practitioners alike to have enormous potential. Strikingly, a very similar configuration of toolkits can be observed across different industries (like apparel, electronics or food). We summarize these similarities of various toolkits (predefined options, selection-based menus, step-by-step process, etc.) under the term dominant design. The self-design process within this dominant design is structured as follows: The product is decomposed into single components and the customers have to make one preferred choice after another within a structured process, selecting predefined options from the menus in order to receive the self-designed product. The question is whether this dominant design is most suitable for creative problem-solving within such self-design processes. We want to conceptualize this dominant design and analyse whether the dominant perspective (e.g. decision-making) is appropriate to represent a self-design process. We assume that there are assump-tions underlying the dominant design that may be inconsistent with findings from other scientific domains. Based on those potential inconsistencies, we want to identify an alternative perspective for a new toolkit design (e.g. based on problem-solving) and discuss, if it better reflects the self-design process. Furthermore, we want to analyse implications that arise from the alternative perspective for the specific configuration of toolkits. Although numerous studies indicate the potential of co-creation, it can be observed that this poten-tial remains unexploited within the dominant design (only a few customers, high termination rates, etc.). The conceptualization of the ‘decision-making’ and ‘problem-solving’ perspectives shall provide a broad foundation for future co-creation research as it identifies problem areas in current research and sug
Period21 Jun 202122 Jun 2021
Event titleThe 18th Open & User Innovation Conference (OUI 2021)
Event typeUnknown
Degree of RecognitionInternational

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502014 Innovation research