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Co-creation: How to Harness It For Your Business

Co-creation is turning consumerism into teamwork, enabling buyers to be part of a company's innovation.

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This story appears in the August 2011 issue of Entrepreneur. Subscribe »

Innovation isn't just about the end result. It's also about the experience.

The concept of co-creation has been around for years. In the late 1990s, authors Joseph Pine and James Gilmore dubbed it the "experience economy," in which consumers buy experiences rather than goods or commodities. Large firms like Lego, Starbucks, Dell and Unilever have popularized the method.

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