Firms usually make decisions regarding its marketing mix to acquire and retains consumers, aiming for a successful product, price, communication and distribution combination in terms of sales and profit. Regarding its product, one of the decisions that firms must make is whether they will produced to the consumer or with the consumer. The production of an offer with the consumer has been studies under several concepts, including co-production and customization, and this subject has been

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... ed by the service dominant logic. According to this logic, marketing has changed from a market to philosophy, in which firms would research consumers in order to enable the provision of a product that would match their needs, to a market with philosophy, in which consumers are partners of the firm in the value co-creation. Due to the interaction between firm and consumer in value co-creation, the service dominant logic is relational. The interaction between firm and consumer as well as the consumer participation through co-production and customization has received great attention during the last few years, becoming an important research focus in marketing. In face of the increasing interest of marketing researchers and practitioners in interaction between firm and consumer, this study analyses whether coproduction and customization could be considered as marketing relationship strategies and which would be the implications of adopting such strategies. Based on a literature review, this study shows that coproduction and customization may be considered bot co-creation and marketing relationship strategies. The main implications of adopting these strategies are increased consumer perceived control and satisfaction, higher quality evaluation, purchase intention, willingness to pay for a product, higher complexity, increased consumer loyalty, stronger relationship between consumer and firm, among others.