Abstract
Among many solutions that can boost company innovativeness, co-creation is mentioned in the literature as one of them. This paper reports the findings of a pilot study conducted in China, Georgia, Poland, Romania, and Sri Lanka. The aim of the article is to find differences and similarities among respondents from different countries considering their attitude towards the process of co-creation. To gather primary data, a field survey method was adopted with a structured questionnaire. The target group of the survey consisted of university students, aged between 22 to 23 years old, who, by virtue of their psycho-physical characteristics, are more eager to share their experience and engage in various activities. A questionnaire-based survey was conducted from June to December 2016 among 500 university students. Despite the limited experience of respondents in co-creation, replies indicate their willingness, openness, and positive attitude towards co-creation.
Highlights
Co-creation is a term encountered more frequently in literature with reference to different disciplinary fields, such as business, design, marketing [1,2], management [3], and business networks [4]
The interest in co-creation is on the rise, which is the result of transformations in the enterprise environment
In light of the obtained research results, it can be concluded that the emergence of an opportunity or an invitation to participate in the co-creation process is sufficient to ensure such participation and to develop a positive approach to co-creation
Summary
Co-creation is a term encountered more frequently in literature with reference to different disciplinary fields, such as business, design, marketing [1,2], management [3], and business networks [4]. The role of a customer as a market participant has been evolving from a market recipient to its co-creator [2,7]. It is the effect of consumer trends changing at an increasingly quicker pace, including modifications in customer behavior. The company can use four different strategies in order to cooperate with the customer Those strategies are collaborating, tinkering, co-designing, and submitting [13]. Pilar and Ihl proposed wider dimensions based on topology of methods for customer co-creation They proposed three main characteristics: first, the stage in the innovations process; second, the degree of collaboration; and third, the degree of freedom [14]. Consumer knowledge is demonstrated in the increase of consumers’ environmental awareness, which is expressed in reduced consumption and a more conscious choice of products and sorting waste from such goods
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