Businessweek article is interesting!
The co-creationization has pitfalls because if you are not TRUE - your brands gets thrashed! WOW.
Are we starting the Era of TRUTH!
Well, Co-Creationization is only possible when both sides in the creative process believe as TRUE whatever they are doing together. In fact, there is nothing Non-truth about co-creationization - however this is valid for the instant and duration of co-creationization. Truth as well know has its own problem of changing itself with time!
Co-Creationization is based on Instant perceived TRUTH, which is really what Truth is all about anyway! As there is no absolute truth!
My Book on Strategic Decision Making
Applying the Analytic Hierarchy Process
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