As per business research, four levels of customers have been identified. Transactors are those lacking loyalty but who made a choice due to pressing requirements. Supporters are existing repeat customers. Promoters are customers who not only buy repeatedly but promote the brand across media channels. Co-creators are ones who work closely with the brand and create assets and knowledge which convert into business propositions. Apple. AirBnB and Lending Club have been identified as firms doing the most effective co-creation which is included as part of their corporate strategy. This enables increased revenue growth and reduced marginal cost. It also facilitates business analytics as customer insights can be tapped. Crucially, co-creation also leads to greater organizational flexibility.

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