01382nas a2200121   4500008004100000022001400041245007000055210006800125260004200193520097300235100001601208856003601224       2009                        eng d  a1913-610200aCo-creation: a New Way of Doing Business in an Age of Uncertainty0 aCocreation a New Way of Doing Business in an Age of Uncertainty  aOttawabTalent First Networkc11/20093 aCo-creation can be defined as the continual feedback loop and collaboration with all stakeholders in a value chain throughout any given process of designing, developing and implementing meaningful products, services, organizational and strategic changes. It replaces the hierarchical approach to management and the linear approach to innovation, affording all stakeholders the possibility to influence and bring forth meaningful and relevant solutions in a collaborative environment. Co-creation results in the development of goods, services and experiences that are uniquely designed to meet people's particular needs, values, meaning and context. It leads to a profitable advantage for both companies and the people who will be using these goods and services as well as for the people working within the organizations. The purpose of this article is to share some experience -driven insights on how co-creation could help businesses to live in an age of uncertainty.1 aKirah, Anna  uhttp://timreview.ca/article/304