01694nas a2200121   4500008004100000022001400041245009600055210006900151260004200220520125300262100002101515856003601536       2009                        eng d  a1913-610200aThe Micro- and Macro-levels of Co-creation: How Transformations Change People's Preferences0 aMicro and Macrolevels of Cocreation How Transformations Change P  aOttawabTalent First Networkc11/20093 aRadical technologies can lead to extreme transformations of their users and even societies. Innovation researchers, archeologists, economic- and technological historians, and other scholars have studied past radical innovations to rationalize how these innovations emerged. This knowledge is indispensible for business and governmental decision makers. However, most research studies lack the human dimensions, such as "what did these innovative people think?" and "what were their personal motivations?". In many instances, we don't even know who the inventors were. In this article, we argue that a better understanding of personal transformations may lead to an increase of co-creation effectiveness and efficiency.

First, this article will explore the nature of the personal transformations taking place among ordinary people as consumers and users of cultural institutions. Such institutions have been created to enable people to learn and grow individually and to create a sense of community and cohesion. Second, we discuss the co-creation aspects of personal transformation processes. This will be seen in two contexts: that of the individual who is transformed, and in terms of the different value contributions to a community of users.1 aKristensen, Tore  uhttp://timreview.ca/article/303