Co-design between consumers and companies: roles, created-exchanged value and reward systems

Over the last few years, many marketing researchers have been attracted by the subject of co-operation between consumers and companies in the design of new products and services. In particular, in line with the writings of some authors, especially Penaloza and Venkatesh (2006) and Cova and Dalli (2009), the question of a reward due to the consumer who takes part in the design process requires further analysis. The purpose of this article is to analyse the above-mentioned matter in order to provide a contribution based on a multidisciplinary perspective with reference to some important motivational and psychological theories, starting from the “gift theory“ by Mauss (1954) and Godbout (2007). To achieve such an objective, the current study takes shape from a careful review of literature in order to clarify the terminology used to describe the phenomenon of co-design, before focusing on the conceptual and theoretical propositions of the authors.