Validating Dart Model

The primary objective of the study was to quantitatively test the DART model, which despite being one of the most popular representations of co-creation concept was so far studied almost solely with qualitative methods. To this end, the researchers developed a multiple measurement scale and employed it in interviewing managers. The statistical evidence for adequacy of the model was obtained through CFA with AMOS software. The findings suggest that the DART model may not be an accurate representation of co-creation practices in companies. From the data analysis it was evident that the building blocks of DART had too much of conceptual overlap to be an effective framework for quantitative analysis. It was also implied that the phenomenon of co-creation is so rich and multifaceted that it may be more adequately captured by a measurement model where co-creation is conceived as a third-level factor with two layers of intermediate latent variables.