Internal and External Views and Values of Co-creation
Because the term creation is involved, it invokes parenthood or patent hood. Depending on the view and value of the perceived creator. If an organization were to ask their customers what product or service they would like to see or have in the foreseeable future, are they co-creators? Would a supplier likewise enjoy to be included in the evolution? Would employees appreciate their input being implemented and respond with higher performance? If everyone has a stake in it, everyone becomes a stakeholder.
Co-creation could be a powerful tool but, being conceptual, it is difficult to demonstrate in a mission statement but is required in the vision.