capabilities that UPS offers online than a consumer who is not.
Depending on individual consumers’ willingness to engage as well
as their skill levels, they can participate at various levels of cocre-
ation. Cocreation also assumes that individual consumers are part
of a community in which members share a common interest. The
intimate engagement with individual consumers in the cocreation
process allows managers to anticipate patterns of customer evolu-
tion pathways. “What will they want next?” “What do they value?”
“How do they want to engage with us in cocreation?” These are
the types of questions we should be focusing on.
N = 1 MEETS R = G
The transformation ...