The authors describe the elements of a co-production system and the relevant application conditions. Case studies from both the profit and non-profit sectors illustrate the variety of possibilities for turning customers into service providers and inform about the key success factors. In times of the booming concept of "King Customer" and ideas like Customer Relationship Management, the notion of customers as service providers may seem outdated. In reality, self-service and co-production still hold considerable application and success potential. The authors' Five-P model serves as a guide for designing co-production systems: · Product: Which products are suitable for co-production? · Processes: How is co-production initiated and operated? · Producer: Who should offer co-production and why? · Prosumer: What benefits do active customers expect? · Portal: How do we...