Year: 2017
Type: article
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.
Source: Marketing i Zarządzanie
Author: Monika Zajkowska
Institution: WSB Merito University in Gdańsk
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2792083147