Co-Creating Value Based on Interaction and Communication

Abstract

The purpose of this work is to show mechanisms of co-creating value based on interaction and communication. The pace of economic transformation and growing competition in the market means that companies are somehow forced to take new measures to improve the effectiveness of communication with their market environment. The focus of this study are the economic mechanisms of the effectiveness and efficiency of the process of communicating specified value to the customer, and an attempt to identify the factors boosting efficiency increase. This analysis was carried out on selected Polish customers in 2012. The paper shows also own research based on surveys conducted among enterprises in Poland in 2011. Reflections contained in the paper do not have definite characteristics and should be treated as an opinion in the discussion.