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Taking into consideration the shift from product or firm-centric approach towards the multiple personalized interactions of the client with a product, this paper marks the company and client perspective regarding co-creation. In the past years, more companies started to consider involving customers in different stages of product development, with notable success. Replacing the classic way of assessing customer needs – by market research but without a straight the forward way of matching a solution to it, co-creation has proven to be a relevant and competitive advantage for those companies that are able to assume the risks, build and control the co-creation process.