Take a look at this great article on Forbes by Ashoka on co-creation and its place within social innovation:

Low economic growth and high unemployment have led companies to look for ways to remain competitive and find new growth opportunities. Co-creating products or services together with social entrepreneurs could allow them to detect market failures quicker and find creative ways to address them, placing themselves ahead of the curve.

At the same time, companies are looking for ways to motivate employees who are searching for meaningful jobs. As Schmidt says, “From lawyers and young marketing managers in large consumer good companies, the search for purpose is everywhere.” Co-creation projects between social entrepreneurs and employees of traditional companies are a powerful way to ensure the employees’ satisfaction with their jobs.

Full piece here.