How Co-creation Drives the Success of Public Service Initiatives? A Case-study Based Analysis

ABSTRACT Co-creation is emerging as an important marketing strategy in the public services sector. This paper examines the mechanism through which co-creation can be employed to drive the success of developmental initiatives in the public services sector. Through a case study methodology using in-depth interviews of 16 implementation experts, the study provides with a comprehensive framework that explicates the manner in which co-creation can be used as a strategy for success in the context of public services. This study, in essence, attempts to draw on the insights of value co-creation from the business world and explores the possibility of integration of those insights with the public services sector. Based on the findings, we discuss the significant contributions the study has made to the theoretical development and conceptual enrichment of the public services management literature.