Abstract
Due to the development of technology clients have almost a limitless possibility of becoming creative individuals who, both independently and in a group, are willing to share their creativity, knowledge and skills. Enterprises are increasingly and more consciously reaching for this potential. The article discusses the phenomenon of co-creation of products and services with consumers, possible forms of using intellectual capital of consumers in companies and the awareness of these trends among Polish managers based on the research carried out by the author.
Highlights
Clients are increasingly becoming co-creators of value
The results presented in the article constitute a fragment of a complex research project covering many aspects related to the topic of co-creation
Undertaking actions that co-create value with clients were declared by almost 40% of the managers, of which less than 13% use the idea of co-creating value with customers systematically and this approach is part of the company’s business model
Summary
Clients are increasingly becoming co-creators of value They are involved in discussions about brands, products and enterprises. Consumers have an unlimited possibility of contacting companies directly on the unprecedented scale. This phenomenon has changed the balance of power between organisations and consumers on the market, giving consumers more power than ever before. These contacts are not carried out exclusively on the consumer – marketing department line. They cover all functional departments of enterprises. Responsibility for customer relations and experiences lies with all the company’s departments
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