Consumer Engagement in Business Process Innovation–ICT Companies Cases from Poland and UK

Abstract

ABSTRACT The major premise of the study is a recognition that competitive companies increasingly engage consumers to create business innovation. This study aims to develop a framework for analyzing consumer engagement in business process innovation and apply this framework to ICT companies in Poland and the UK to analyze how they practice consumer engagement and what differences are exhibited between the two countries. It reports on 48 case studies where data were gathered through online observation, a qualitative analysis of collected data was undertaken, and data were analyzed by applying descriptive statistics and Chi-Square test. The suggested framework deals with four key aspects of consumer engagement in business process innovation, i.e., types and ways of consumer engagement, extrinsic incentives, and ICT supporting consumer engagement. This study advances the academic research on consumer engagement and provides a blueprint for ICT companies to design and improve their consumer engagement activities.