Exploring Links Between Engaging Customers in Value Co-Creation and Product Innovativeness

With the caveat that value co-creation can create both threats as well as opportunities, we focus here on how engaging customers in value co-creation by Polish manufacturing and service SMEs affects their innovativeness

Piotr Zaborek

2017

Scholarcy highlights

  • Our current knowledge driven economy is characterized by intense competitive pressures and the growing power of consumers, who have become more empowered by the ubiquitous presence of the Internet and related information technologies
  • The major issue was to see if manufacturing and services firms exhibited distinct differences in their respective DART measurement models
  • The study findings are in general agreement with ], who surveyed 334 managers to investigate communicative aspects of value co-creation in terms of frequency, direction, modality and content
  • They found that the frequency, direction and content of communication with customers corresponded to higher innovation success rates when innovations were incremental
  • Even though we did not distinguish in our survey between radical and incremental innovations, it seems certain that the vast majority of innovations in the investigated industries were of the latter kind
  • The unconstrained model had a significantly better data fit than the constrained one, but this should not be taken to mean that each and every parameter was different across both models
  • Intense dialog with customers was formerly found to be conducive to more intense and effective innovation practices, this evidence was qualitative in nature, and so not directly comparable to the current research
  • As the final suggestion for a follow-up study, it would be highly informative to run a survey with competing operationalizations of value co-creation to evaluate their validity and reliability, and attempt to develop a new, possibly more accurate, synthetic measurement approach

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