摘要：The objective of this research was to study co-creation on the Internet in Brazil, from two perspectives: the companies, identifying tools available to propitiate consumer participation in co-creation processes and the consumers, analyzing roles portrayed by them in that process. Content Analysis of websites and consumers’ posts was chosen as the research method. Results show limited use of tools and the portrayed role of the consumer only as a user. The findings may help companies to facilitate the participation of the consumer through the various stages of products and services development process. Other implications are to produce insights for greater effectiveness in the use of the Internet in order to create value for consumers.
