Open innovations as a form of customer value co-creation

- Krystyna Mazurek-Łopacińska

The article aims to present customer participation in value co-creation based on the demand-side approach to innovation. We present the rationale and principles of the demand-side approach to innovation based on user participation. Further, we discuss the forms of customer engagement in customer-company cooperation, customer motivations, and perceived benefits. This article also identifies the open innovation model’s factors and provides practitioners with implementation guidance regarding the demand approach to innovation. Further, this article shows the influence of the customer’s active role and the demand-side approach to innovation on the enterprise, the economy, and society. Finally, we identify possible risks associated with using this approach and their impact on the environment.

Krystyna Mazurek-Łopacińska, Professor, The Wroclaw University of Economics and Business, Poland — Professor of Economic Sciences, Head of the Marketing Research Department of The Wroclaw University of Economics and Business (since 1994), Deputy Rector for Didactics at the WUE (in the years 2002–2005) and Head of the Marketing Institute (2011–2016). She served Her internships at the University of Lille, International Business School in Marseilleand at the Paris-Evry University. One of the leading Polish specialists in the sphere of marketing research and economics of consumption, as well as consumer market behavior. Her scientific and research interests concern marketing strategies, customer orientation in the enterprise, intercultural marketing communication, marketing in the culture sphere. Her scientific achievements include over 300 published items (monographies, textbooks and articles), among them are Her books concerning the Consumer Behavior which were awarded with the Prizes of the Minister of Higher Education: „Purchasers’ Behavior as the Basis of the Marketing Strategy”, Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu 1996 (Publishing House of the University of Economics in Wrocław), and „Purchasers’ Behavior and Its Marketing Consequences”, Polskie Wydawnictwo Ekonomiczne 2003 (Polish Economics Publishing House). She is an editor and co-author of 16 monographies i Scientific Works dedicated to the methodology issue and implementation of the marketing research, as well as textbooks, the last one — „Marketing Research. Methods, Techniques and Areas of Application in The Modern Market” was published in 2016 by Polskie Wydawnictwo Naukowe (Polish Scientific Publishing House). She is a co-author of the monography „Marketing in the Digital Technologies Era. Modern Conceptions and Challenges” published by PWN in 2018. A third-party examiner at the Nottingham Trent University (2007–2013) and the Chairwoman of the Accreditation Commission of the Foundation for the Promotion and Accreditation of Economic Education (2005–2016). She is a member of the Committee on Organizational and Management Sciences of the Polish Academy of Sciences (2015–2020). As a recognized expert she was a member of the Permanent Team of the National Science Centre (2012–2015). She also is a member of the Reseau des Pays du Groupe de Vysegrad Association.

DOI: 10.2478/minib-2021-0005
MINIB, 2021, Vol. 39, Issue 1

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