Value co-creation is an emerging marketing and innovation paradigm describing a broader opening of the firm to its customers by providing them with the opportunity to become active participants in the design and development of personalized products, services and experiences. However, there is not yet a fully satisfactory theoretical vision about its distinctive characteristics as compared to more traditional value creation approaches. One of the challenges in studying value co-creation is the lack of business intelligence (BI) tools that can be used in the conceptualization of value co-creation practices. The present paper provides a preliminary vision for the development of such BI tool and a first implementation that uses empirical research results in answering two research questions. The first question is: What are the principal components of value co-creation? The second question is: What is the relationship between the degree of firms’ involvement in value co-creation activities and their innovativeness.
Information Technologies and Control, 2011, Vol 2011, Issue 1, p. 2-9
value co-creation; open innovation; principal component analysis; linear regression; empirical study; business intelligence tool