Involving customers in the development and production of new services becomes a powerful force across many creative industries. Customers can directly supply the firm with innovative ideas, provide skilled labour, and act as a powerful force in marketing. Firms across the world, as they seek to innovate and to better respond to market needs, begin to recognize the benefits stemming from customers’ involvement in their operations. Co-creation also becomes more prevalent as customers begin to expect it from firms – seeking to influence their favourite services or products, and to have them better tailored to their needs.