<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

Open Innovations as a form of Customer Value Co-Creation

The Wroclaw University of Economics and Business

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Open Innovations as a form of Customer Value Co-Creation"}

The article aims to present customer participation in value co-creation based on the demand-side approach to innovation. We present the rationale and...

Open Innovations as a form of Customer Value Co-Creation

Data publikacji: 30 mar 2021

Zakres stron: 93 - 118

DOI: https://doi.org/10.2478/minib-2021-0005

Słowa kluczowe
COM, co-creation, open innovations, customer, factors, user participation, cooperation

© 2021 Krystyna Mazurek-Łopacińska, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Open Innovations as a form of Customer Value Co-Creation

Data publikacji: 30 mar 2021

Zakres stron: 93 - 118

DOI: https://doi.org/10.2478/minib-2021-0005

Słowa kluczoweCOM, co-creation, open innovations, customer, factors, user participation, cooperation

© 2021 Krystyna Mazurek-Łopacińska, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
COM, co-creation, open innovations, customer, factors, user participation, cooperation