Marketing Value Co-Creation for Consumers on Open Innovation Platforms

This article demonstrates the marketing value creation and co-creation through the open innovation platforms. It outlines our knowledge and observation through studying and engaging in different open innovation platforms. The purpose of marketing value creation for consumers is to sell products and services. The consumer dominant interaction between groups of users in an open innovation platform allows to create a new idea, product, services, and improvement of existing idea, product or services to facilitate the flow of ideas from an individual to another individual or firms which is called co-creation. However, this is a disagreement whether consumer-dominant value creation is an extension of service dominant logic. Firms enjoy the maximum benefit of open innovation and consumer dominant value co-creation with less spending on their research and development. Therefore, the major challenges for the community or users are to provide capacities that support growing openness. Aus. J. Bus. Sco S. & IT. Vol  4(2),  April 2018, P 62-68