Co-Creation of Value in Marketing

An error occurred trying to load this video.

Try refreshing the page, or contact customer support.

Coming up next: Market Research: Definition, Analysis & Methodology

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
Your next lesson will play in 10 seconds
  • 0:03 Nike's Co-Creation Story
  • 1:13 Co-Creation of Value…
  • 4:19 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Speed Speed

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Co-creation in marketing relies on relationships that are mutually beneficial to both brand and consumer. In this lesson, you'll learn more about co-creation and how it can be used effectively.

Nike's Co-Creation Story

Leading shoe creator and sporting apparel designer, Nike, is well known around the world for its sneakers, clothes, and famous saying: ''Just Do It.'' In 2000, Nike took its own advice and created a revolutionary way of looking at sneakers and how consumers purchase them.

When NikeID launched, it was the first program of its kind in retail. Rather than standard-issue shoes in the same patterns and colors for all sneaker fans, NikeID allowed customers to build their own custom sneaker creations - selecting different colors, materials, and personalization to match favorite colors, styles, and moods. Nike's personalization strategy has helped their direct-to-consumer business, which includes the NikeID platform, account for 22 percent of its total revenue for one quarter of the 2015 fiscal year.

The sports giant's NikeID program is just one example of the strategy of co-creation in marketing, a process by which customers are not only consumers, but engage in interactive relationships with brands and businesses. For Nike and many others, co-creation has opened the door to better customer experiences and growing revenue.

Co-Creation of Value in Marketing

Co-creation of value is a business strategy, one that promotes and encourages active involvement from the customer to create on-demand and made-to-order products. With co-creation, consumers get exactly what they want and have a hand in making it happen. Like the NikeID platform, co-creation makes the design process fun through a user-friendly site with great product visuals. Co-creation, then, becomes as much about the process of the product as purchasing the product itself.

Retailers are using co-creation primarily in an e-commerce setting where it is easier to engage customers in a more interactive experience, but the model can also be seen in some brick-and-mortar stores, like Build-A-Bear Workshop. For businesses, there are reduced manufacturing and production inefficiencies and failures because products are built based on consumer demand, enhancing customer satisfaction.

Co-creation, in many ways, is a collaborative creation between a brand and its fans. It has evolved the sales and marketing of products from a one-to-many formula to a one-to-one formula, a more personalized approach. For marketing professionals, it has turned the communication from active brand/passive consumer to one where both sides are active and engaged.

To unlock this lesson you must be a Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use

Become a member and start learning now.
Become a Member  Back
What teachers are saying about
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account