Co-creation is a research area that focuses on the collaborative and interactive process of creating value between organizations and their stakeholders, such as customers, employees, suppliers, and partners. It emphasizes the idea of co-creating products, services, or experiences through the active involvement and participation of all parties. This approach aims to foster innovation, enhance customer satisfaction, and boost overall business performance by leveraging the diverse perspectives, skills, and resources of multiple stakeholders. Co-creation is often associated with open innovation and customer-centric strategies, as it involves listening to and co-designing solutions with customers to meet their specific needs and preferences.