Co-Creation Paradigm in High-Tech Industries: An Opportunity for Mutually Creating Value (A Study of Defense Industry)

Document Type : Research Article (Original Article)


1 PhD candidate of Strategic Management, Faculty of Management andEconomics, Tarbiat Modares University, Tehran, Iran.

2 Assistant Professor, Faculty of Management and Industrial Engineering, Malek Ashtar University of Technology, Tehran, Iran.


Marketing moved from good-centered view -in which tangible results and discrete transactions are in center - to service-centered view in which intangibles, exchange processes and communications are in center. Customers and organizations spread their activities to each other and creating and exploiting value occur jointly and in the same time for each party. Co creation of value - active participation of customer in value creating activities of organization - is the key principle of this newfangled view. Participation Potential of Customers in different stages of high tech organization’s value chain is studied in this article. This study is based on survey in high tech industry and through a questionnaire that researchers design. This research shows that participation potential is high in almost every main stage of value chain and just in production stage is moderate. Current participation is low and difference between participation potential and current participation is significant.