can be useful to develop financial services relevant to customer needs. However, role of customers in financial innovation seems to be controversial. In this qualitative study we focus on: the characteristics of users who can qualify for co-creation, the process of co-creation, and profit-seeking customers. Our findings suggest that financial institutions tend to select customers who are more demanding and who have a possibility to cooperate (in retail markets), and those customers with whom they have longstanding and intertwined relationships (in corporate markets). Financial innovators differ in a way they cooperate with users. We proposed the typology of innovation and introduced the notion of proved in the case of co-creation commercialised jointly; however, we did not find evidence of user-centred by producer as well as user’s jointly.
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