The purpose of this article is to show the impact of the concept of co-creation in the business context by using a methodology of consultation, collection and selection of scientific articles related to the subject, which allowed to gather enough information about the definition of co-creation. creation of knowledge, characteristics, importance, requirements for its application, causes of its development, scope of application, advantages, disadvantages and challenges that are identified in the field, in order to contribute to the knowledge of entrepreneurs in their search for strategies differentially sustainable taking into account that as it could be found, cocreation involves other actors besides the client, which consequently becomes the obtaining of appreciable results in the business world. This is how, according to the review of the literature, it can be affirmed that co-creation, due to its versatility and multi-focus, is positioned as a potential business tool.