Intuitively I would have to say yes. However, it would be entirely dependent on context. In one practical example, I co-create a consumer experience through providing specialist tutoring support; however, the customer is in effect the state. While the state is not present in the Co-creation, I cannot facilitate the co-creation without being aware of the states role, it’s expectations and it’s constraints. The customer, even if not present in the Co-creation, nevertheless provides a ‘guiding hand’ in it.

It depends on how you develop the study. The idea is a challenge. I think if you support your study in a wide and strong way, the proposal could be an interesting approach to the customer experience, more now when we are talking about the metaverse.

Thank you Professors for your valuable answers.

It depends on the area of your focus - consumer market, tourism etc. It is quite common nowadays to use co-creation of experience for instance in tourism and hospitality. Smart consumers are also a trend.

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