New Challenges in Creating Value for Customers - the Value Co-Creation Process from the Customer Perspective
DOI:
https://doi.org/10.18559/gsec1691Keywords:
Enterprises, Customer, Value to customerAbstract
In the first part of the article the concept of value co-creation is presented. The second part of the article contains the results of empirical research conducted in the following markets in the Poznań area: clothes and shoes, durable goods, fitness services, and mobile services. The presentation of the results focuses on the following research issues: (1) customers' tendency to participate in value co-creation, (2) the usefulness of customers' communication channels in the preparation or modification of a company's offering in various markets, (3) the perceived risks (opportunities or threats) connected with the preparation or modification of a company's offering in various markets and (4) an evaluation of purchase determinants that influence the preparation or modification of a company's offering in various markets.
Downloads
References
Czakon, W., 2012, Sieci w zarządzaniu strategicznym, Wolters Kluwert business, Warszawa.
View in Google Scholar
Doyle, P., 2005, Marketing wartości, Felberg SJA, Warszawa.
View in Google Scholar
Kotler, P., 2005, Marketing, Dom Wydawniczy REBIS, Poznań.
View in Google Scholar
Leavy, B., 2013, Venkat Ramaswamy - A Ten-year Perspective on How the Value Co-creation Revolution is Transforming Competition, Strategy & Leadership, vol. 41, no. 6.
View in Google Scholar
Lund, R., 2010, Co-creating Value in Sponsorship Relations: the Case of the Royal Swedish Opera, International Journal of Quality and Service Sciences, vol. 2, no. 1.
View in Google Scholar
Prahalad, C.K., Ramaswamy, V., 2004, The Future of Competition. Co-Creating Unique Value with Customers, Harvard Business School Press Books, Boston, MA.
View in Google Scholar
Ramaswamy, V., 2008, Co-creating Value through Customers' Experiences: the Nike case, Strategy & Leadership, vol. 36, no. 5.
View in Google Scholar
Rampen, W., 2009, My Personal Definition of Business with Customer Value Co-creation, www.customerthink.com.
View in Google Scholar
Roser, T., DeFillippi, R., Samson, A., 2013, Managing Your Co-creation Mix: Co-creation Ventures in Distinctive Contexts, European Business Review, vol. 25, no. 1.
View in Google Scholar
Roser, T., Samson, A., Humphreys, P., Cruz-Valdivieso, E., 2009, New Pathways to Value: Co-creating Products by Collaborating with Customers, LSE Enterprise, London.
View in Google Scholar
Saarijärvi, H., Kannan, P.K., Kuusela, H., 2013, Value Co-creation: Theoretical Approaches and Practical Implications, European Business Review, vol. 25, no. 1.
View in Google Scholar
Skowron, S., 2013, Klient w sieci organizacyjnej, Difin, Warszawa.
View in Google Scholar
Skowron, S., Skowron, Ł., 2012, Lojalność klienta a rozwój organizacji, Difin, Warszawa.
View in Google Scholar
Tapscott, D., Williams, A.D., 2006, Wikinomics: How Mass Collaboration Changes Everything, Portfolio, New York, NY.
View in Google Scholar
