Det oversete samskabelsesfelt i den digitale branche

Co-creation is typically a strategic choice based on the desire to position the company in the industry or, for the simple reason, to gain access to valuable knowledge (Ojasalo 2003). No matter what reasons lies behind, the company, including the management team, is aware that external factors and knowledge to some extents are “implemented” in the company. However, this awareness does not apply to all types of co-creation in an organizational context: In the digital industry, co-creation on subject-specific social media such as GitHub often takes place without management’s knowledge of it; as an uncontrolled parallel process to other co-creation initiatives. Based on qualitative data and from a critical discourse analytical perspective, the article elaborates how subject-specific social media is constituted in relation to co-creation in the digital industry. The argument is to contribute to a deeper insight of digital co-creation. Including the potentials and points of attentions.