Co-creation is nowadays an umbrella concept for many, diverse and often contradictory disciplines. This manuscript aims at providing the reader with the tools to understand co-creation, by providing a simple yet powerful framework to ask the relevant questions

• Co-creation : background definition and antidefinition
• Co-creation: a definition
• Co-creation and open innovation
• Everything co-creation is not...
• Co-creating: with whom?
• Homophily
• Complex adaptive systems
• Swarm intelligence
• Opinion leaders and experts
• Co-creating: how many?
• Co-creation: on-line VS. Off-line rational, irrational and unrealistic expectations co-creating with success co-creation workshops
• Examples : activation of an existing brand
• Co-branding promotional platform
• Product innovation for existing brand
• Product innovation for new brand
• Conclusions
• Co-creation and innovation
• Co-creation and international expansion
• Co-creation: a checklist