The genesis process of the concept of joint value creation is described in this article in terms of innovation. The following process steps are monitored: creating of external ventures; the formation of the open innovation theory and tools to support technology parks and accelerators; customer-oriented
innovations and tools helping to develop them — crowdsourcing and crowdfunding. The results of the analysis of the practice of leading high-tech companies in the development of innovations based on the concept of value co-creation are presented. There are shown the results of the field research about the practice of applying the tools of the concept of value co-creation in the activities of Russian innovative companies. The QFD technique (quality structuring development) as a basic tool for developing competitive
incremental innovations was studied. The authors present a modified algorithm for the QFD technique (quality structuring development), which allows to take into account the client’s readiness to produce goods. The main organizational mechanism for developing competitive innovations of the marketing team is also
being modified. A representative of the customer is entered into the brigade.