Co-creation with end-users to respond to the B2B industry: a case study

ABSTRACT: Co-creation with end-users is a well-known process. While this approach has been widely adopted in B2C, B2B companies have been slower to adopt it due to complex decision-making structures. This case study is based on co-creation sessions with end-users to respond to the needs of B2B industries. The study highlighted the importance of co-creation with end-users in B2B industries to understand real-life use scenarios, and finally to propose a final product that meets their expectations.