Q&A: Co-creation can serve as the catalyst for the most innovative outcomes. Here's how

Shelly Tsui, a final-year doctoral researcher at Eindhoven University of Technology (TU/e), is no stranger to the concept of co-creation.

Co-creation happens when a group of people from different backgrounds come together to work on something that has some value to them.

From a commercial perspective, popular businesses, like Lego, Starbucks, and Ikea, base their strategy on the concept.

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