La co-création, c’est-à-dire l’implication des clients dans les phases de création de nouveaux produits, est de plus en plus considérée comme une stratégie efficace pour améliorer le taux de réussite de nouveaux services. Cependant, de nombreuses entreprises demeurent réticentes à co-créer avec leurs clients. Dès lors une question se pose : pourquoi certaines entreprises sont-elles plus disposées à co-créer des services alors que d’autres le sont moins ? Les résultats d’une étude quantitative menée auprès de 175 prestataires de services indiquent que les principaux facteurs explicatifs de la prédisposition à co-créer sont les bénéfices-clients attendus par une entreprise. La perception de ces bénéfices-clients est essentiellement influencée par les facteurs relationnels tels que les outils collaboratifs et la confiance inter-organisationnelle.
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