Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu


ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2017.48-25
CC BY-SA   Open Access 

Issue archive / nr 2 (48) 2017
How to engage customer in co-creation of innovation? Implications for marketing activity

Authors: Monika Zajkowska
Wyższa Szkoła Bankowa w Gdańsku, Wydział Finansów i Zarządzania
Keywords: customer engagement co-creation innovation marketing
Data publikacji całości:2017
Page range:10 (265-274)
Klasyfikacja JEL: M31 O32 O31
Cited-by (Crossref) ?:

Abstract

In modern approach to innovation, the main emphasis is put on the use of ready-made ideas or solutions proposed by customers. Building a co-creating relationship with the customer requires continuous improvement through a conscious and customer-driven innovation. The involvement of customers in the innovation process becomes a hallmark of modern marketing. The study is purely a theoretical consideration of customer engagement in co-creation of innovation process. The paper provides a typology for customer innovation, describes motivators for engagement in the innovation process and offers guidelines for customer-to-business collaboration in innovation process. Conclusions are drawn regarding the potential for the use of customer co-creation in innovation process in marketing-related applications. Customer innovation co-creation thus constitutes a promising positioning strategy which managers can pursue in order to build a competitive advantage in the marketplace.
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