The relationship between companies that produce and distribute goods and the consumers who purchase and use those goods is often portrayed as "us vs. them". While technology provides the tools needed for communication and collaboration, company-consumer collaboration is often met with skepticism. Is it possible for companies and the users of their products to form mutually beneficial relationships that create value? The concept of value co-creation attempts to answer that question and it is the editorial theme of the November and December issues of the OSBR.

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