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Open Innovations as a form of Customer Value Co-Creation

Author

Listed:
  • Mazurek-Łopacińska Krystyna

    (The Wroclaw University of Economics and Business, 53-345 Wroclaw, ul. Komandorska 118/120, bud. B, Poland)

Abstract

The article aims to present customer participation in value co-creation based on the demand-side approach to innovation. We present the rationale and principles of the demand-side approach to innovation based on user participation. Further, we discuss the forms of customer engagement in customer-company cooperation, customer motivations, and perceived benefits. This article also identifies the open innovation model’s factors and provides practitioners with implementation guidance regarding the demand approach to innovation. Further, this article shows the influence of the customer’s active role and the demand-side approach to innovation on the enterprise, the economy, and society. Finally, we identify possible risks associated with using this approach and their impact on the environment.

Suggested Citation

  • Mazurek-Łopacińska Krystyna, 2021. "Open Innovations as a form of Customer Value Co-Creation," Marketing of Scientific and Research Organizations, Sciendo, vol. 39(1), pages 93-118, March.
    • Handle: RePEc:vrs:mosaro:v:39:y:2021:i:1:p:93-118:n:5
    DOI: 10.2478/minib-2021-0005
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    More about this item

    Keywords

    COM; co-creation; open innovations; customer; factors; user participation; cooperation;
    All these keywords.

    JEL classification:

    • D - Microeconomics
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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