Co-creating value in post-communists contexts: capability perspective

Abstract

Purpose The purpose of this paper is to test what kind of value co-creation-related organizational capabilities may be applied in the specific context of the post-communist business-to-customer service industry in Poland and how these capabilities translate into service innovation success. Design/methodology/approach The research model with control variables was hypothesized in regard to the customer co-creation and specific institutional setting in post-communist Poland. The model was tested using survey data from Polish companies in the service sector. The variable indicators for customer co-creation capability were developed through a series of in-depth interviews with managers. Findings First, a service company’s organizational processes that leverage customer communication and enable this communication to be transformed as input into service innovations are distinct components that build complex customer co-creation dynamic capability. Second, customer co-creation capability by service firms positively and strongly influences firms’ innovation success, whereas this link is stronger in the cases of larger service companies. Originality/value This paper introduces the concept of “customer co-creation capability” and evaluates its implications in the specific context of Poland, a Central European market that transformed from a closed communist economy to an open, market-driven economy. A rich but dramatically changing history and culture present a unique opportunity to observe the changes in customer behavior, evaluated from the organizational point of view. For example, it presents how these unique customer features may be used by services companies to leverage their innovations.

Ulos Sustainability Towards Green Brands to Improve Marketing Performance Based on a Co-Creation Solution

“…Furthermore, value green scape integrates further influential dimensions into the co-creation experience. The labelled extent consists of operand and operant resources, which can be donated, managed, and utilized to influence real shared creation experiences (Mitrega, Spacil & Pfajfar, 2020). Based on socio-psychological interpretations of value co-creation, the study explored participation-based social interactions and practices in creating sustainable fabrics from the perspective of Batak cultural observers.…”

What co-creation for what value? A study at a Brazilian university

“…Customer co-creation capacity is conceptualized as the set of organizational processes that foster communication with them (communication capacity) and enable this communication to be transformed into input for service innovation (transformation capacity). Communication capacity is more externally oriented (outside-in), while transformational capacity is more internally (inside-out) oriented ( Mitrega et al., 2020 ).…”

The impact of customer involvement on innovation outcomes

“…• My company encourages customers to express their opinions on my services on social media (e.g. Facebook, Twitter, LinkedIn) (Mitrega et al, 2020) • We always encourage my customers to help us in the production of the quality service (Anning-Dorson, 2018)…”

“…• Our employees are encouraged to monitor the internet to search for customer opinions on my company (Mitrega et al, 2020) Intellectual [knowledge] aspect of CI (definitional element 3)…”

“…• The extent to which service producers interact with customers at various stages of the innovation process (Carbonell et al, 2009) • Leverage customer communication and enable this communication to be transformed into input into [service] innovations (Mitrega et al, 2020) • Manufacturers incorporate their customers into their product development and continuous improvement programs (Feng et al, 2014) (Yang and Zhang, 2018) • Breadth and depth of the customer participation in the firm's innovation (Carbonell et al, 2012) Outcome aspect in measurement items…”