In the new age of innovation, companies will co-create unique individual solutions with customers. The number of customers each company can co-create with might, in some cases, be virtually unlimited.

Of course, there has always been a market for unique products, but this has tended to target a relatively small and exclusive customer group, and has been costly and time-consuming. Companies will need to use digital platforms to handle a lot of customers – in real time – at the same time. In addition, companies must collaborate with other companies through different networks, sometimes forming partnerships.