The purpose of our studies was to refine the co-creation concept, with market orientation and relationship marketing. We could indicate four major findings. 1. Market orientation has effects to the firm performance in japan, even at financial crisis. 2. The transaction concept was generated during the broadening of marketing concept to non-profit marketing, and in this time, the relationship concept had been discussed. 3. For study of co-creation, we indicated the importance of organizational identification. Finally, 4. We discussed the two-side platform business exploratory, because of new customer concept or importance of network

The purpose of our studies was to refine the co-creation concept, with market orientation and relationship marketing. We could indicate four major findings. 1. Market orientation has effects to the firm performance in japan, even at financial crisis. 2. The transaction concept was generated during the broadening of marketing concept to non-profit marketing, and in this time, the relationship concept had been discussed. 3. For study of co-creation, we indicated the importance of organizational identification. Finally, 4. We discussed the two-side platform business exploratory, because of new customer concept or importance of network.