Summary
Co-creation will become a pillar of product innovation by 2015. Although the market remains relatively immature, we have witnessed growing awareness of co-creation from our clients across a wide range of industries, and we continue to see empowered product strategy professionals experimenting with co-creation engagements in interesting ways. Co-creation will continue its upward trajectory in 2012, driven by emboldened vendors that are eager to show product strategists the value and benefits that co-creation can bring to the product development process.
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