The Application of ICT in the Area of Value Co-Creation Mechanisms Support as a Determinant of Innovation Activities

The Application of ICT in the Area of Value Co-Creation Mechanisms Support as a Determinant of Innovation Activities

Dorota Jelonek (Faculty of Management, Czestochowa University of Technology, Czestochowa, Poland) and Iwona Chomiak-Orsa (Faculty of Management, Computer Science and Finance, Wroclaw University of Economics, Poland)
Copyright: © 2018 |Pages: 11
DOI: 10.4018/IJACI.2018040103

Abstract

The application of creativity and innovativeness of clients in the processes of value co-creation thanks to the contemporary ICT technologies is possible on an ever-increasing scale. The first part of the article contains theoretical considerations about the value co-creation mechanisms and the innovation activity which can be initiated and fostered by using these mechanisms in organizations. Also, the authors also indicated main areas where the application of ICT can significantly influence initialization and gaining co-creation mechanisms. The second part – empirical part presents the exemplary co-creation tools used in selected type of knowledge organizations – tax consulting firms.
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The Essence Of Value Co-Creation

Literature review and analysis may lead to the statement that every business model defined in publications concentrates on value co-creation as a key success factor (Admit & Zott, 2010; Jelonek, 2013). However just a value proposition, even meeting client’s expectations in 100%, does not guarantee a business success for an entrepreneur. Nevertheless, a search and continuous modification of the value, which is offered by an organization to its customers, can be one of the main determinants of a business development process. Moreover, constant modification and evolution of the value correlated with needs and preferences of clients are important factors of maintaining competitive advantage and organizational learning (Skowron, 2013). Referring to experts of marketing and considerations on the importance of relations with customers, it can be defined that any market transaction contributes to reciprocal flow of value between entities. It means that not only organizations provide customers with value which is intended to meet their needs, but also clients, by reporting their needs bring value to the company/organization (Jelonek, 2013). Graphical presentation of the client-organization mutual relation is presented in Figure 1.

Figure 1.

Relation of the value proposition creation. Source: own elaboration based on (Prahalad & Ramaswamy, 2004)

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