Co-creating Consumption Experiences: An Endless Innovation

The book chapter focuses on the identification of the multiple domains of experience co-creation in order to provide new insights and managerial implications. More in detail, it analyzes alternative ways that can be applied in order to: i) identify possible meanings that consumers can ascribe to specific product/service concepts; ii) include the “philosophy of multiple meanings”; iii) adopt the vision of “infinite possibilities”; and iv) manage different levels of consumers’ participation and involvement during the experience creation process.