Co-creation Strategies in High-Tech Companies

High-tech products have certain salient characteristics that differentiate them from low-tech marketing practices. Technology development is highly relevant to the consumers that want to apply a complex product to their daily life routines. Co-creating value with customers would help the commercialization of high technologies that face high uncertainties. The aim of this article is to examine the priorities of co-creation strategies in high-tech companies. After explaining the different co-creation strategies in the literature we prioritized these strategies through their mean rank. Research sample was Tehran university spin-off companies which are located in Science and Technology Park of Tehran University. We developed a questionnaire based on the characteristics of each strategy and asked the managers of companies to evaluate the strategies relevance to their marketing practices. Results indicates that the most suitable co-creation strategy in high-tech industries is radical product improvement, and then crawling product improvement, Incremental product improvement and corrective product improvement are in the next priority.