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EXPLORING THE RELATIONSHIP BETWEEN WORKER S ADAPTIVE PERFORMANCE AND CO-CREATION PROCESS IN INDONESIA S CREATIVE INDUSTRY

Today, a new market perspective has emerged that changes the former view through the concept of co-creation. However, the explanation regarding this interaction is still limited. Therefore, this research attempts to examine the interaction between the company and the market thoroughly based on the customers co-creation process in Indonesia s media and application development companies. To achieve those research objectives, we conducted a preliminary study through semi-structured interviews. This study found that the tinkering co-creation process exists in these two sectors of the creative industry. This preliminary study also found that workers adaptive performance is pivotal toward the co-creation process between the company and the customer. Therefore, it demands adaptive workers to have a better approach to product development with their clients. Thus, it is showed that co-creation processes are one of the keys to developing a sustainable competitive advantage for companies.