en و موضوعات مربوط Other Related Subject پژوهشي Research In the last decade, customers’ active involvement during product development, commonly referred to as co-creation, has emerged as an effective tool to overcome barriers that keep firms from understanding customer needs. Still in its infancy, many co-creation aspects are under-researched; this may present difficulties in aligning firm goals with their co-creators, often leading to project failure. To make the co-creation process more systematic, a framework is presented in this paper that will allow firms to analyse product attributes before engaging in co-creation, concerning firm capabilities and interests and the capabilities and interests of their co-creators. The results of this analysis will help firms to align their goals with the goals of co-creators. Two exploratory case studies were conducted for illustration. product innovation, innovation management, product development, co-creation, open innovation 1 19 http://ijiepr.iust.ac.ir/browse.php?a_code=A-10-1983-1&slc_lang=en&sid=1 Faisal Rasool faisal.rasool@uniroma2.it 180031947532846006994 180031947532846006994 No University of Rome Pisut Koomsap pisut@ait.asia 180031947532846006995 180031947532846006995 Yes Asian Institute of Technology Emérancia Raharisoa 180031947532846006996 180031947532846006996 No Università degli Studi della Campania “Luigi Vanvitelli” Abdul Qayoom 180031947532846006997 180031947532846006997 No Mehran University of Engineering & Technology