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Co-creation, an active end-users involvement in product development process, has been recognized as an effective way of minimizing risk of misinterpretation of end-users needs and of achieving product success. Furthermore, high level of co-creation has seemed to create high perceived value to products. With an aim to encourage many more firms to involve their end-users in the product development process, presented in this paper is a quantitative tool developed to help the firms evaluate their readiness and potential for co-creation. Important characteristics of firms for co-creation established in an earlier study have been classified with the help of expert opinion into three different levels: must-have, should-have and nice-to-have. The firms that fulfil all the must-have characteristics are ready for co-creation and their potential is evaluated from the should-have and nice-to-have characteristics. An exploratory case study on three shoe manufacturers was conducted for illustration.
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