The businessweek article Building through collective innovation, is a small shift towards co-creation from the open innovation trend of last 5 years. Non-competing firms Design departments come together to exchange ideas through an invitation only conference.
I call it just the first step... Next will be the invitation only conference with your Value Net - customers, complementers, competitors and suppliers. This is the age of co-creation. Earlier enterprises realize better it is for all. This actually requires all round mutual trust and confidence in openness to explore future.
Zero sum games will be failures in co-creation scenarios - play the +ve sum games, where in each others capabilities are synergized to create end value!