Co-creation as an innovative way to develop an enterprise : cross-country analysis

Among many solutions that can boost company innovativeness, co-creation is mentioned in the literature as one of them. This paper reports the findings of a pilot study conducted in China, Georgia, Poland, Romania, and Sri Lanka. The aim of the article is to find differences and similarities among respondents from different countries considering their attitude towards the process of co-creation. To gather primary data, a field survey method was adopted with a structured questionnaire. The target group of the survey consisted of university students, aged between 22 to 23 years old, who, by virtue of their psycho-physical characteristics, are more eager to share their experience and engage in various activities. A questionnaire-based survey was conducted from June to December 2016 among 500 university students. Despite the limited experience of respondents in co-creation, replies indicate their willingness, openness, and positive attitude towards co-creation.