TY - JOUR
TI - The nature and importance of customer engagement in co-creating social value
AU - Baran, Grzegorz
TI - The nature and importance of customer engagement in co-creating social value
AB - This article attempts to prove that the concept of value co-creation with customers may be effectively used, not only to strengthen the competitive position of enterprises, but also to create social value. Ideas such as corporate social responsibility and creating shared value were created in response to a number of needs and social problems resulting from manage-ment focused solely around creating economic value. The article shows that the involvement of customers provides an opportunity for positive change. The phenomenon of value co-creation with customers emerged as a result of their growing awareness and engagement. With the increasing access to the Internet, consumers have gained the ability to easily obtain information about offers from all over the world and share their experiences with others. The growing power of consumers can be considered by organizations as a threat, but also used as a source of information about the needs and expectations of customers, and more often as a source of new ideas and solutions. The study draws the conclusion that companies need to take into account the experiences of customers, especially those that affect their purchasing decisions. Customers can easily communicate and thus they are able to protect their own interests and also act on important issues affecting large groups of consumers and communities.
VL - 2013
IS - Issue 12(1)
PY - 2013
SN - 2449-8920
C1 - 2449-8939
SP - 159
EP - 167
UR - https://ejournals.eu/en/journal/international-journal-of-contemporary-management/article/istota-i-znaczenie-zaangazowania-klientow-we-wspoltworzenie-wartosci-spolecznej
KW - co-creating value with customers
KW - marketing
KW - shared value
KW - social responsibility
KW - customer engagement
KW - prosumer