Co-Creation vs Co-Production: We Need Clarification

The persistent confusion between co-creation and co-production continues to constrain both theoretical progress and managerial practice in service marketing. This study addresses the conceptual ambiguity surrounding these two constructs within the framework of Service-Dominant Logic (SDL) and calls for renewed academic attention to their boundaries. A systematic literature review covering the period 1965–2025, combined with historical and thematic analysis, was conducted to identify definitional inconsistencies, map the evolution of meanings, and assess their implications for business management. Findings reveal that the interchangeable use of the two terms leads to strategic misalignment, resource inefficiency, and limited innovation capacity. While co-production primarily involves customer participation in operational activities, co-creation encompasses collaborative knowledge generation and value formation. The study also integrates recent contributions on digital transformation, artificial intelligence (AI), and the emergence of a Technology-Enabled Dominant Logic (TEDL), showing how algorithmic mediation and data-driven ecosystems redefine the boundaries of collaboration. The results demonstrate that conceptual clarification is urgently needed to guide both academic inquiry and managerial application. A refined distinction between co-creation and co-production not only enhances theoretical consistency but also strengthens strategic decision-making, innovation governance, and customer engagement. This work therefore urges the research community to deepen empirical and conceptual studies that explore the evolving interaction between human and technological co-creators in value systems.